Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of r

Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of r

This volume assesses the situation for multinationals at the beginning of the 1990s, bringing together contributions from academics recognized as world leaders

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

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