International and Global Marketing: Concepts and Cases

by MELOAN

A compilation of classic and contemporary articles on aspects of international and global marketing, including commissioned papers that have not been included in other collections, with an orientation toward preparing small business owners to expand abroad. Topics include an overview of internationa

• Format: Hardcover
• Language: English
• ISBN: 0256157235
• ISBN13: 9780256157239
• Release Date: October 1994
• Publisher: Irwin Professional Publishing
• Length: 640 Pages

Customer Reviews

Stimulating reading for new exporters.

A very interesting collection of papers, articles and case studies on international marketing and how it affects a domestic business organization. We have recommended it to our clients and they have responded favorably. The word "stimulating" was used most often to describe the content. The most common negative comments, although few, were about the types of companies discussed. They wished that there were more examples of how small companies became successful exporters.