Fully updated and revised, the eighth edition of this popular text
reflects the changing focus of international marketing and ensures
students are fully up-to-date with the challenges posed by new
patterns of development in global markets. It provides students
with accessible content from around the world including newly
emerging economies as well as explaining the increasingly global
risks such as natural disasters and the role of digital
developments. An exciting range of features including Management
Challenges, Directed Study Activities and contemporary case studies
guide students through the complexities of international marketing
as it responds to a rapidly changing environment.
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