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International Marketing: Strategy and Theory
International Marketing Strategy and Theory Author:Sak Onkvisit, John Shaw Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. — The fifth edition of International Marketing has been written to enable managers and... more » scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale. Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecodotal or descriptive. A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415772624.« less