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ISBN: 0273655213Издательство: Pearson Education
This fourth edition has been written in response to the rapid changes occurring in international marketing and the growth in importance of international markets to companies of all sizes. The key factors driving change, including major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and investment, the growth of international alliances and the increasing globalization of businessare examined. This book is focused on primarily on the marketing decisions and management processes involved in developing export and other international marketing operations. While the exporting focus remains for this fourth edition, more extensivematerial on other forms of entry and methods for evaluating market entry strategy and provided. This text is ideal for undergraduate and postgraduate courses in International Marketing or Export Marketing/International Trade. It can...