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International Marketing

Regular price ₱589.05 ₱242.55 59% off
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Global marketing strategies for SMEs and MNCs.

Recommended for students studying international business. Provides real-world examples and highlights the importance of understanding competition from local SMEs and MNCs.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Sale

International Marketing

Regular price ₱589.05 ₱242.55 59% off
Unit price
per
ISBN: 9780470814246
Estimated First-hand Retail Price: ₱4,784.85
Publisher: Wiley
Date of Publication: 2008-06-03
Format: Paperback
Related Collections: Business, Economics, Sociology
Goodreads rating: 4.0
(rated by 1 readers)

Description

"International Marketing: Second Asia-Pacific Edition" is a thorough revision reflecting contemporary developments in international marketing. The text maintains the strengths of the original Global Marketing Management text by Masaaki Kotabe and Kristiaan Helsen, and is presented in an engaging and accessible style. The book aims to help Australasian students understand contemporary international marketing activities and issues in an increasingly competitive marketplace.The use of real-world examples of both small and medium-sized enterprises (SMEs) and multinational corporations (MNCs) operating in the Asia-Pacific region provides a strong theoretical and conceptual foundation of international and global marketing perspectives.A key underlying theme of the text is that while it may not be possible for all organisations in the Asia-Pacific region to market their products and services on a truly global scale, organisations that operate in any marketplace need to understand and be aware of competition from both local SMEs and MNCs that are increasingly attempting to operate globally.
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Global marketing strategies for SMEs and MNCs.

Recommended for students studying international business. Provides real-world examples and highlights the importance of understanding competition from local SMEs and MNCs.

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.