International marketing (The Dryden Press Series in Marketing)

This third edition of International Marketing introduces the reader to the nature and contemporary practice of international marketing management. It follows the format of the earlier editions but incorporates much revision and updating to reflect the internacional marketing challenges of the 1980s. The lateste research findings have been incorporated, and scores of new examples of company experience are spread throughout the text. This edition contains forty-three cases, ten of which are new and three of which have been revised form the second edition. The cases accompany each chapter, facilitating the application of the concepts discussed in the chapter. In addition, there is a new appendix with six new cases which can be used at different parts of the course or for examinations. The appendix includes several longer, more complex cases.

Marketing e Publicidade