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CAIRO BOOKS's Description
International Marketing takes a thematic approach to marketing in the 21st
century. While academically rigorous, this comprehensive text provides students
with plenty of opportunities to apply and evaluate models, 'think outside the
box' and engage in debate which will help them develop the skills and knowledge
they need for the world of business. This book provides students with the
skills to carry out international marketing planning, management and execution
from both commercial and not-for-profit perspectives. These skills involve
building effective international marketing plans by developing compatible
strategies and efficient operations. While underpinned by the latest
developments in academic and practitioner research International Marketing
remains uniquely accessible and relevant to today's students by encouraging
them to engage in self-development, debate and reflection. It will help them to
become effective practitioners with the knowledge to continue questioning, thus
encouraging a challenging and enquiring mind.