This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context

Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an internationa

This study considers the key strategic issues of the management of customer relationships in international industrial marketing. It is based on extensive origin

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural

This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural