Pervez Ghauri,
King's College London, UK Phillip Cateora,
University of Colorado, USA
ISBN: 0077148150 Copyright year: 2014
Overview
The fourth edition of International Marketing provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this new edition facilitates a deeper understanding of the subject. One of the only books to take a truly international approach, it’s an ideal text for students studying international marketing.