INTERNATIONAL MARKETING A GLOBAL PERSPECTIVE

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