This revised edition provides a wide collection of case studies and ratings in international marketing. The authors, authorities in the field, focus on companies - such as Hoover, Fisher-Price and The Body Shop International - with bases around the world. Taking a global approach, features of this edition include: new cases covering corporate social responsibility in an international context and in a hyper inflation economy; cases and readings on marketing products in Eastern Europe; and coverage of special issues in global marketing such as marketing in the Third World. This work is intended for students taking an advanced course/MBA in International and Multinational Marketing.
- ISBN10 0201542803
- ISBN13 9780201542806
- Publish Date 12 December 1991 (first published 1 January 1988)
- Publish Status Unknown
- Publish Country US
- Publisher Addison Wesley Longman (Higher Education Division, Pearson Education)
- Imprint Addison Wesley Longman Publishing Co
- Edition 2nd edition
- Format Paperback
- Pages 500
- Language English