by L.S.Walsh (Author)
This successful book is a basic text for students who have some background of general marketing theory but little or no knowledge in the specialised area of international marketing. Recommended by the Institutes of Export and Marketing, this handbook is also suitable for those studying for the examinations of the CAM Foundation. The text covers the entire field of international marketing, from indirect and direct exporting to the marketing of operations of the multinational company, and contains new chapters on the economic, cultural and social, political and legal, and financial background.
Format: Paperback
Pages: 304
Edition: 3
Publisher: Financial Times/ Prentice Hall
Published: 08 May 1998
ISBN 10: 0273634178
ISBN 13: 9780273634171