The third edition of an established text, this book provides
comprehensive treatment of international marketing issues and
includes expanded coverage of Eastern Europe and the Pacific Rim.
New for this edition are the expanded use of mini cases within the
text to illustrate the latest developments in marketing, together
with expanded coverage of: South East Asia and the Pacific Rim,
Central and Eastern Europe, Globalization, Culture, Financial
aspects of marketing. Included throughout are self-assessment and
discussion questions, key terms, references and bibliography.
General
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