Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on the subject; it offers industry specific studies of international marketing practices and their relative successes; and it presents valuable research findings on the increasingly important markets of China and Japan. The book is a three-fold contribution to the study and practice of International Marketing. Blending empirical studies with critical theory, the collection sheds much desired light on this important and often-neglected area.
| ISBN: | 9780415657693 |
| Publication date: | 27th November 2012 |
| Author: | Stanley Paliwoda |
| Publisher: | Routledge an imprint of Taylor & Francis Ltd |
| Format: | Hardback |
| Pagination: | 388 pages |
| Series: | Routledge Library Editions: International Business |
| Genres: |
Sales and marketing International business |