International Marketing / 4th Edition

Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover:*The importance of international marketing to creating growth and value*The management practices of companies, large and small, seeking market opportunities outside their home country*Why international marketing management strategies should be viewed from a global perspective*The role of emerging economies in today's business environment*The impact of increased competition, changing market structures, and differing cultures upon businessKey Features:*An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate.