"Sinopsis" puede pertenecer a otra edición de este libro.
Praise for the last edition
'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I have used this book and found it to be very cohesive; students will find the text comprehensive and easy to follow.' - Henny Darroch, University of Otago
'It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context.' - Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business
'This fourth edition is a comprehensive and highly readable international marketing text that will work very well in both undergraduate and graduate classes. Treatment of cutting-edge issues such as trade distortions, global branding, and pricing/financing is particularly strong. In addition, introductory chapters such as those on trade, culture, and marketing research provide students with an excellent foundation for understanding the managerial issues that follow. Finally, recent research results, coupled with current real world examples and end-of-chapter cases, provide ample material for in-class discussion. Overall, this is an excellent text that keeps getting better with each new edition.' -
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 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 anecdotal or descriptive one.
A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415772624.
"Sobre este título" puede pertenecer a otra edición de este libro.
Gastos de envío:
EUR 5,24
De Reino Unido a Estados Unidos de America
Descripción paperback. Condición: New. Language: ENG. Nº de ref. del artículo: 9780415772624
Descripción PF. Condición: New. Nº de ref. del artículo: 6666-IUK-9780415772624
Descripción Paperback. Condición: Brand New. 5th edition. 736 pages. 9.69x7.44x1.14 inches. In Stock. Nº de ref. del artículo: __0415772621
Descripción PAP. Condición: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. del artículo: L0-9780415772624
Descripción Condición: New. PRINT ON DEMAND Book; New; Fast Shipping from the UK. No. book. Nº de ref. del artículo: ria9780415772624_lsuk
Descripción Condición: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Sak Onkvisit is a Professor of Marketing at San Jose University, California, USA. He has authored several books and has published in leading journals. An internationally known scholar, he has taught in several countries and has served as a Fulbright Seni. Nº de ref. del artículo: 594666370
Descripción PAP. Condición: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. del artículo: L0-9780415772624
Descripción Condición: New. Book is in NEW condition. Nº de ref. del artículo: 0415772621-2-1
Descripción Condición: New. Nº de ref. del artículo: I-9780415772624
Descripción Paperback. Condición: Brand New. 5th edition. 736 pages. 9.69x7.44x1.14 inches. In Stock. Nº de ref. del artículo: x-0415772621