Cover image for International and global marketing : concepts and cases
Title:
International and global marketing : concepts and cases
Author:
Meloan, Taylor W.
Edition:
Second edition.
Publication Information:
Boston, Mass. : Irwin/McGraw Hill, [1998]

©1998
Physical Description:
xvi, 439 pages : illustrations ; 24 cm.
Language:
English
ISBN:
9780256218947
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library HF1416 .I54 1998 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

A compilation of classic and contemporary articles on aspects of international and global marketing, including commissioned papers that have not been included in other collections, with an orientation toward preparing small business owners to expand abroad. Topics include an overview of international marketing, the global marketing environment, and international marketing strategy and operations. Discusses cases involving companies such as Nestle, Euro-Disney, Cuisinart, and Swatch. No index. Annotation copyright by Book News, Inc., Portland, OR


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