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International Marketing

Dana-Nicoleta Lascu. International Marketing Authors:Dana-Nicoleta Lascu.
Publisher:Atomic Dog
Price:17441 rub.

Book Summary:
International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country - and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.

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