This text is designed for core courses on International Marketing taken by business studies, marketing and MBA students. Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long term and profitable relationships with targeted customers. This text reflects this growing trend and explains international marketing within this context. Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real world examples, making it the ideal text for today's marketing student and practitioner.
- ISBN10 0333733770
- ISBN13 9780333733776
- Publish Date 14 December 2001
- Publish Status Out of Print
- Out of Print 14 June 2005
- Publish Country GB
- Imprint Palgrave Macmillan
- Format Hardcover
- Pages 320
- Language English