Book Cover

International Marketing

Book

by Dana-Nicoleta Lascu

Published by

Cengage Learning

ISBN

1426627521

Date

2008

Language

English

Pages

550


Subjects


Description

International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout