International Marketing: A Global Perspective (BOK)

Hans Muhlbacher, L. Dahringer, Helmuth Leihs

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International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy. Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2006 Forfatter Hans Muhlbacher, Helmuth Leihs, L. Dahringer
Cengage Learning
ISBN 9781844801329
Antall sider 800 Dimensjoner 21,8cm x 27,4cm x 3cm
Vekt 1544 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing