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List Price: £42.99
Our Price: £36.49
Availability: Usually dispatched within 24 hours
Manufacturer: McGraw-Hill Higher Education
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Average Customer Rating:   
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Binding: Paperback
Dewey Decimal Number: 381
EAN: 9780077108304
ISBN: 0070598797
Label: McGraw-Hill Higher Education
Manufacturer: McGraw-Hill Higher Education
Number Of Pages: 624
Publication Date: 2005-07-01
Publisher: McGraw-Hill Higher Education
Studio: McGraw-Hill Higher Education
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Spotlight customer reviews:
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Customer Rating:
Summary: A decent book, but its coverage is traditional and US-biased
Comment: Newer editions don't seem to have capture current trends and perspectives well.
Customer Rating:
Summary: Very Good Comprehensive Textbook
Comment: This is a comprehensive college text on the subject of international marketing. It is excellent in that it covers all relevant subject areas in some depth. The text also offers guidelines for student development of a "country notebook" international marketing project. There are also quite a few provocative and relevant cases. The only negatives are that the writing is a bit over the heads of most undergraduates, and the country notebook lends itself toward development of a multidomestic plan rather than a global plan. I use the text to teach international marketing. I have found no other book on the subject that offers an acceptable combination of project, cases, and material to be learned in a single source.
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