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International Marketing: Winning in the New Global Economy
introduces students to scholarship and insight that are critical
for the success of modern international marketers and business
professionals. The opening chapter examines the current state of
the global economy, taking into account the political, societal,
and economic changes, most recently due to the COVID-19 crisis,
that have impacted individuals, business, and the ways in which we
work. Additional chapters explore historical events and issues that
have shaped the global economy in the new millennium, contemporary
trade theories, and the far-reaching impacts of technology, social
media, and media. Students consider the pursuit of localization
before globalization, analyze the effects of political unrest on
international marketing, and learn about trade credit financing
instruments. Supply chain logistics and management, international
marketing research, personal and cultural factors in global
business, and global branding and marketing are covered. The
closing chapters survey key international organizations and review
key takeaways. International Marketing is an ideal textbook for
courses in global business, marketing, and leadership.
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Unbound (Paperback)
Christopher L. Myers
bundle available
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R352
Discovery Miles 3 520
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Ships in 10 - 15 working days
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