This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the internationalmarketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. Extremely well written with a clarity that is rare in UK textbooks. Includes a great many short and medium-length case studies and vignettes which demonstrate the relevance of the text's narrative to a real world that students will recognize. Comes with a full ancillary package, one of the few European texts to offer such a package. Still the firsttext to cover niche marketing for SMEs, in recognition of the fact that most students will spend their careers in small and medium companies.
- ISBN: 978-1-84480-763-5
- Editorial: International Thomson
- Encuadernacion: Rústica
- Páginas: 480
- Fecha Publicación: 25/01/2008
- Nº Volúmenes: 1
- Idioma: Inglés