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books
| book details |
International Marketing: Analysis & Strategy
By (author) Sak Onkvisit, By (author) John Shaw
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| book description |
International Marketing has been written to enable both managers and scholars to meet the international challenges they face on a daily basis. It provides the solid foundation required to understand the intricacies and challenges of marketing on a global scale. Onkvisit and Shaw's comprehensive and scholarly references provide substance and offer a solid conceptual and empirical framework to the book. With an in-depth treatment of the marketing mix serving as the core of the book, this textbook is truly unique, presenting a rounded view of the topic. This fully updated, new edition also includes: New chapters on social media and internet marketing A broad range of mini case studies and vignettes focusing on the ethical, legal and cultural dimensions of international marketing A compelling combination of theory and practice This well-written, comprehensive book will serve students well on courses in international marketing, marketing management and international business.
| product details |
Normally shipped |
Publisher | Taylor & Francis Ltd
Published date | 31 Jan 2014
Language |
Format | Paperback / softback
Pages | 688
Dimensions | 0 x 0 x 0mm (L x W x H)
Weight | 0g
ISBN | 978-0-4158-9548-4
Readership Age |
BISAC | business & economics / international / marketing
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