Perspectives on International Marketing - Re-issued (RLE International Business)

1st Edition

Stanley Paliwoda

Routledge
Published March 21, 2014
Reference
ISBN 9780415752091 - CAT# Y162415
Series: Routledge Library Editions: International Business

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Summary

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.

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