International Marketing. A strategic approach to world markers

International Marketing was firsr published in 1977 and has since become a srandard rexrbook in rhe field. The book was wriuen wirh borh srudenrs and experienced pracririoners in mind. For rhe former rhe book has offered a well-srrucrured framework for srudy and reflecrion. For rhe lauer ir was designed ro provide an aid ro a more effecrive inrernarional markering efforr. .

This revised paperback edirion incorporares a number of changes necessirated by rhe passage of rime, and an addirional chaprer on "The applicarion of rhe business porrfolio concepr ro inrernarional markering decisions"