Routledge, 2004. - 504 Pages.
The main aim of Inteational Marketing, is to provide solid foundations that are useful for explanation, prediction and control of inteational business activities. The authors have developed a strong conceptual and theoretical framework to help to understand inteational marketing problems and guide marketing decisions. The book combines both marketing applications and theoretical foundations, thus providing a good balance between theory and practice. Rather than just merely descriptive the approach is analytical and managerial.
The main aim of Inteational Marketing, is to provide solid foundations that are useful for explanation, prediction and control of inteational business activities. The authors have developed a strong conceptual and theoretical framework to help to understand inteational marketing problems and guide marketing decisions. The book combines both marketing applications and theoretical foundations, thus providing a good balance between theory and practice. Rather than just merely descriptive the approach is analytical and managerial.