Whilst its orientation stays the same treating international marketing with an exporting slant, this second edition includes: a chapter on non-export modes of entry (eg. investment, licensing, joint venture and other forms of strategic alliances) and improved coverage of EU international marketing. The chapter on the international environment has been divided into two and includes additional material on cultural differences. The discussion on marketing research is covered in more depth and includes material on the organization and control of operations.
- ISBN10 1283275465
- ISBN13 9781283275460
- Publish Date 1 January 2011 (first published July 1994)
- Publish Status Active
- Out of Print 29 April 2015
- Publish Country US
- Imprint Financial Times/ Prentice Hall
- Edition 7th Revised ed.
- Format eBook
- Language English