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International Marketing - 04 edition

International Marketing (ISBN10: 0273673238; ISBN13: 9780273673231)
ISBN13: 978-0273673231
ISBN10: 0273673238

Summary: Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies; therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.

Geared toward undergraduate and post-g ...show moreraduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the national marketing landscape.

Features

  • Real life examples on practical international marketing planning and strategy.
  • Comprehensive coverage of the network perspective to international marketing.
  • Case studies that represent problems and issues confronting managers.
  • International Marketing Highlights in every chapter, which provides a forum for classroom and tutorial discussion.
  • Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations.
...show less

Edition/Copyright: 04
Cover: Paperback
Publisher: Prentice Hall, Inc.
Published: 05/20/2004
International: No

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