Offers a range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. This text is designed for the undergraduate student with prior exposure to the marketing field.
International Business, 6th edition presents an up-to-date and complete exploration of international business issues and practice. The authors' experience as both practitioners and academics brings a balanced and seasoned voice to the text. The text is built upon a strong foundation of theory and includes current examples, cases, and insights showing how global businesses apply these concepts. The text examines the role and impact of culture and also includes numerous current world maps, helping readers develop and refine a global perspective.