International Marketing Relationships
Released: Sep 06, 2002
Publisher: PALGRAVE~MACMILLAN
Format: Hardcover, 500 pages
Related ISBN: 9780333733783
Description:
The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new 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.
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