Focusing on global, international and export marketing, this text reflects the job of the typical global marketing manager. It centres on the idea of the multinational firms (both large and small businesses) and aims to present the theory in a way which will help marketing managers understand what drives a company's expansion abroad and how and when to adapt the various marketing functions involved. The text integrates the environments (politics, finance, legal and economic regions) and covers culture. International in approach, it features cases from around the world and examples from the 1990s.
- ISBN10 0071144021
- ISBN13 9780071144025
- Publish Date 1 August 1996
- Publish Status Out of Print
- Out of Print 12 November 1999
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Format Paperback
- Pages 720
- Language English