description: Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
language: English
title: Global Marketing Strategy
titlecomplete: Global Marketing Strategy
ratings_count: 2
publisher: Mcgraw Hill Higher Education