International marketing for the new millenium

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Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and me...
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Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations. "This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere." Dr. Thomas O' Toole, Head of School of Business , Waterford Institute of Technology Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Uitgever Pitman Publishing Ltd
Druk 1
ISBN/EAN 9780273673231
Auteur Burca, S.D. Brown, L. Fletcher, R.
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