A completely up-to-date book for one of the most dynamic upper-level and graduate courses in marketing departments today, this text offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers.
"The size of the book is good for both quarter systems and semester systems. The topics are very well organized and very well developed. It is easy to read and easy to understand; the examples and visuals are very well selected"
"The cases are intriguing pedagogical tools that bring the subject matter to life. They are strategically associated with related subjects, and this organization is likely to facilitate learning.” “This book provides an excellent foundation in international marketing, and I believe anyone teaching the course should strongly consider using it.”