Author: Cateora, Phillip R.

Brand: McGraw-Hill Education

Edition: Eighteenth

Features:

• International Marketing (SIE)|18th Edition
• Mcgraw Hill Education
• As a leading global education company, our mission is to partner with educators, learners, and professionals to help them access all the value that education can offer, no matter where their starting points may be

Binding: paperback

Number Of Pages: 712

Release Date: 28-10-2019

Part Number: 9789389538243

Details: international marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. It is this perspective that the authors bring into this edition of the text. The text focuses on the strategic implications of competition in different markets. The environmental and cultural approach to international marketing permits a truly global orientation.thus the reader horizon is not limited to any specific nation but the text provides an approach and framework for identifying and analysing the important cultural and Environmental uniqueness of any nation or global region.salient features:✔ 10 Indian cases included in the book✔ new sections on negative impact of new communication tools, intellectual property rights in the international context, Brexit, inventive international negotiation etc.✔ thoroughly updated data, text, pictures and exhibits across the chapters✔ more than 100 new academic articles and their findings integrated and cited across the chapters
.

EAN: 9789389538243

Package Dimensions: 10.0 x 8.5 x 1.2 inches

Languages: English