|Publication Date||December 2008|
Today's marketing managers have unprecedented access to global markets; real-time information management enables us to react quickly to international opportunities and establish a presence anywhere in the world. Even so, risk and uncertainty are ever present in a complex business environment: it's essential that managers understand a broad range of markets and techniques in order to succeed.
International Marketing is the definitive guide to developing the skills and wisdom demanded on the global stage. Throughout the book, an extensive range of case-studies demonstrate the limitations of current theory and suggest practical solutions to challenging business scenarios.
• Expert chapters on Internet Marketing and International Retailing
• Clear learning objectives ensure consistent development
• A wide variety of examples, mini-cases, seminar case-studies and discussion questions illuminate the discipline