This text is written from the perspective of the company competing in international markets. It has been developed for undergraduate and graduate courses in global and international marketing, and it draws on case studies from many well-known global brands.
Who is it for? It is primarily suitable for undergraduate and graduate courses in global or international marketing.
Would you recommend it? Yes. It is a comprehensive and clear textbook, with some excellent short case studies.
Author: Svend Hollensen
Publisher: Prentice Hall