International marketing, 8th ed 1999

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Langue : Anglais
Couverture de l'ouvrage International marketing, 8th ed 1999

Thème d'International marketing, 8th ed 1999

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Ouvrage 700 p. · 28.4x22.1 cm · Relié

Résumé d'International marketing, 8th ed 1999

Featuring the most current information available, this best-selling text takes a comprehensive look at the environment, problems, and practices of today's international marketing arena, giving students a real-world taste of the dynamics of this rapidly changing field. Shunning strict theory for a more practical approach to understanding the international marketplace, Terpstra organises material according to the decisions marketing managers face in international waters. The text's real-world emphasis is heightened by the most extensive use of actual business examples on the market. Features new to the eighth edition include a new chapter on the future of international marketing highlighting such topics as the Internet, extensive and in-depth coverage of the Euro and Big Emerging Markets, and hundreds of new examples from high-recognition companies like AT&T and Zenith.