Offering information on a range of international marketing topics, this text begins with start-up operations, and covers market entry considerations. It concludes with the international issues confronting giant global marketers.
A completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years.