International Marketing Management: Strategies, Concepts and Cases in Europe

by Slawomir Smyczek and Mario Glowik

In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market environment in order to make adjustments that reflect the firm's individual strengths and weaknesses. This book takes as its perspective that the customer...

• Format: Hardcover
• Language: English
• ISBN: 3486597493
• ISBN13: 9783486597493
• Release Date: June 2011
• Publisher: de Gruyter Oldenbourg
• Length: 338 Pages
• Weight: 2.24 lbs.
• Dimensions: 1.1" x 7.0" x 10.0"