International Marketing

This text encourages students to appreciate why international marketing is so important for managers operating globally, while helping them to grasp the basic principles and theories of the subject. At the same time, the text enables the students to realize the limitations of these theories and demonstrates the practical remedies which could help managers overcome them. International Marketing extends the range and depth of existing materials studied by undergraduate students by introducing specific chapters on Internet Marketing and International Retailing. In addition to this, it includes an extensive range of examples, mini cases, seminar case studies and discussion questions. International Marketing provides the most modern, relevant and complete introduction to this subject and successfully fills a gap in the market.