International and Global Marketing: Concepts and Cases
Meloan, Taylor W.
International and Global Marketing: Concepts and Cases - 2nd edition - Boston, Mass. : Irwin/McGraw Hill, ©1998. - xvi, 439 pages : illustrations ; - Irwin/McGraw-Hill series in marketing. .
pt. 1. Introduction --
pt. 2. The environment of international and global marketing --
pt. 3. International and global marketing strategies --
pt. 4. International and global marketing operations --
pt. 5. Ethical issues --
pt. 6. Selected cases and decision simulation.
This is a combination of 32 readings and ten cases. The book places emphasis on strategic marketing, covers promotional strategy and services marketing and case studies include such companies as Phillip Morris, Nike and the parker Pen Company
9780256218947 0256218943 9780071158008 0071158006
Export marketing.
658.848 / MEL
International and Global Marketing: Concepts and Cases - 2nd edition - Boston, Mass. : Irwin/McGraw Hill, ©1998. - xvi, 439 pages : illustrations ; - Irwin/McGraw-Hill series in marketing. .
pt. 1. Introduction --
pt. 2. The environment of international and global marketing --
pt. 3. International and global marketing strategies --
pt. 4. International and global marketing operations --
pt. 5. Ethical issues --
pt. 6. Selected cases and decision simulation.
This is a combination of 32 readings and ten cases. The book places emphasis on strategic marketing, covers promotional strategy and services marketing and case studies include such companies as Phillip Morris, Nike and the parker Pen Company
9780256218947 0256218943 9780071158008 0071158006
Export marketing.
658.848 / MEL