Appropriate for upper-level college and university courses in international and global marketing.
The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
- ISBN10 0139235663
- ISBN13 9780139235665
- Publish Date 2 January 1999
- Publish Status Out of Print
- Out of Print 25 May 2007
- Publish Country GB
- Imprint Pearson Education Limited
- Edition 2nd edition
- Format Hardcover
- Pages 625
- Language English