Offers a range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. This text is designed for the undergraduate student with prior exposure to the market[...]

"International Marketing" is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business [...]

The context of international business has evolved over the years, and has always reflected the climate of the time. This book addresses major changes that have taken place including the landscape of the global economy that changed drastically.[...]