International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy. Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.
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About the Author
Hans Mühlbacher is Professor of Marketing at the University of Innsbruck in Austria. He is a past president of the European Marketing Academy
Professor Lee Dahringer is Dean and Professor of Marketing of the Business School at Butler University in Indianapolis, USA
Helmuth Leihs is Professor of Marketing at the University of Applied Sciences at the MCI Management Centre Innsbruck and a Management Consultant in the field of International Marketing --This text refers to an out of print or unavailable edition of this title.
Professor Lee Dahringer is Dean and Professor of Marketing of the Business School at Butler University in Indianapolis, USA
Helmuth Leihs is Professor of Marketing at the University of Applied Sciences at the MCI Management Centre Innsbruck and a Management Consultant in the field of International Marketing --This text refers to an out of print or unavailable edition of this title.
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