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Pris: 613 SEK exkl. moms  | Now in its seventh edition, this popular textbook has been developed to help students learn, understand and practice all of the elements of the international marketing strategy process.
The seventh edition has been fully updated to reflect the key developments in international marketing as well as maintaining the international coverage in the case studies and illustrations.
Features:
- Comprehensive coverage of principles and theories of international marketing strategy.
- Extensive coverage of small and medium-sized enterprises (SMEs) give students a broader perspective.
- Boxed real-world ‘Illustrations’ throughout the text enable the reader to focus on the key issues and discuss the practical implications of these issues for international marketing strategy development.
- All chapters conclude with a case study which reflects the main focus of the chapter, whilst also encouraging the student to draw on their learning from the chapter.
- Thought-provoking discussions of corporate social responsibility, ethical and environmental issues to ensure that students fully comprehend the latest developments in international marketing and its changing focus.
- Chapters have been fully updated to reflect the latest developments in international marketing strategy.
- New Illustrations and Management Challenges in each chapter give students insight in to the current issues that businesses are facing.
- New “Directed Study” cases will get students to practice and think about what they have just learned. | |
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