A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
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.
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Strategic insights for global market expansion success.
Who is this book for?
If you're venturing into international marketing or managing a global brand, this book offers invaluable strategies tailored for success across diverse markets. Its real-world examples and detailed case studies make complex concepts accessible and practical, helping you navigate the challenges of global expansion thoughtfully and confidently.
