A revised and updated edition with examples from European and Asian markets. New to this volume are discussions on standardization versus adaptation, emerging markets, green marketing, regional market groups like the EU and non-Western management structures.
This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.
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