"International Marketing" is an adaptation of a best-selling German
text, which considers the global marketing arena from a new and
original perspective. It focuses upon international marketing
primarily as the coordination of a company's different national
marketing programmes. How can for example an exchange of marketing
knowledge across borders add value to a company's position in other
markets? What impact does the exchange of goods and information
across borders by customers have? What effect can "going
international" have on an international cost position? How can lead
markets act as a guide to future developments in other countries?
"International Marketing" takes a comprehensive look at all the
underlying concepts, using a wealth of truly European examples and
substantial case studies.
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