Description

The work should provide a foundation/introductory text for students studying international marketing, either as part of a marketing degree or as a unit within a general business programme. The book presumes no prior knowledge of marketing issues and readers are given chapter objectives and summaries. The text is kept simple, but aims to explain and analyze the theories of international marketing using examples from various firms in different industries. Market research among many students has led to a simplification of lists and avoidance of excessive descriptions with an emphasis on explanation and analysis.

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