International Marketing: Eleventh Edition

Om boken

As global economic growth occurs, understanding marketing in all cultures is increas- ingly important. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement. Not all firms engaged in overseas marketing have a global perspective, nor do they need to. Some companies' foreign marketing is limited to one country; others market in a number of countries, treating each as a separate mar...Vis mer