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.
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