International Marketing: Strategy and Theory

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Product Description

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.

The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.

Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely �an anecdotal or descriptive one.

A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415772624.

International Marketing: Strategy and Theory Review

The book is excelent! This Softcove works just as good as the hardcover and it is less expensive. The contents are still pertinent in the international marketing field. Also the delivery time was superb.

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