Global Marketing: Perspectives and Cases
By Unknown Author.
Description
This book delivers current, innovative and thought-provoking methods on how to identify intermarket opportunities in a globally competitive environment, thereby providing international marketing students with the framework and tools necessary to profile intermarket segments. With an emphasis on international consumer behaviour and the important role of cross-culturalism in the development of marketing strategies, this book might as easily serve as a basic text for graduate level courses on international consumer behaviour as it would as a supplemental text for marketing management, internat...
ISBN(s)
0030981077, 9780030981074
