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Global Marketing Contemporary Theory, Practice and Cases

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ISBN-10: 1138807885

ISBN-13: 9781138807884

Edition: 2nd 2016 (Revised)

Authors: Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli

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Description:

Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically and apply tools and techniques creatively in order to respond decisively within a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred A shift toward greater consideration of services marketing as more companies move away from…    
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Book details

Edition: 2nd
Copyright year: 2016
Publisher: Taylor & Francis Group
Publication date: 11/30/2016
Binding: Paperback
Pages: 726
Size: 8.00" wide x 10.00" long x 1.50" tall
Weight: 3.740
Language: English