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The context of international business has evolved over the years, and has always reflected the climate of the time. This book addresses three major changes that have taken place in the last decade in a series of articles compiled by the authors.
INTERNATIONAL MARKETING, 8th Edition is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
