International Marketing
Auteur : Subhash C. Jain
Date de publication : 2001
Éditeur : South-Western
Nombre de pages : 192
Résumé du livre
INTERNATIONAL MARKETING, 6e is a comprehensive, up-to-date introduction to international marketing. Jain accurately portrays today's field with clarity and complete coverage to provide readers with a managerial perspective, based on economic theory and practice.The text is noted for its excellent readability, documentation, and good use of charts, graphs, cases, and examples from the business world that hold the reader's interest. Additionally, the text thoroughly examines important topics of international marketing and how they relate to world wide business: environment, tactical and strategic issues, planning and control. This unique approach goes beyond a purely developed world perspective with illustrations and examples relating to Third World countries as well.