Global Marketing Strategy

Type

Book

Authors

Susan P. Douglas

C.Samuel Craig

ISBN 10

0071132775

ISBN 13

9780071132770

Tags

Advertising, Global

Description

Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia. - from Amzon

Number of Copies