International Marketing takes a thematic approach to marketing in
the 21st century. While academically rigorous, this comprehensive
text provides students with plenty of opportunities to apply and
evaluate models, 'think outside the box' and engage in debate which
will help them develop the skills and knowledge they need for the
world of business. This book provides students with the skills to
carry out international marketing planning, management and
execution from both commercial and not-for-profit perspectives.
These skills involve building effective international marketing
plans by developing compatible strategies and efficient operations.
While underpinned by the latest developments in academic and
practitioner research International Marketing remains uniquely
accessible and relevant to today's students by encouraging them to
engage in self-development, debate and reflection. It will help
them to become effective practitioners with the knowledge to
continue questioning, thus encouraging a challenging and enquiring
mind.
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