This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet conc

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, po

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defi

Global Marketing, 3rd edition, provides students with a truly international treatment of the key principles that every marketing manager should grasp. Internati