Год выпуска: 2004 Автор: Sean De Burca Издательство: Страниц: 0 ISBN: 0273673238
Описание
Book DescriptionUnlike other international marketing texts, International Marketing: An SME Perspective, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to Small and Medium-sized Enterprises, therefore the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations. This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere. This book is geared toward undergraduate and postgraduate students studying International Marketing, and blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape. Other features include: Real life examples on...
