The SAGE Handbook of International Marketing
Masaaki Kotabe and Kristiaan Helsen
ISBN: 9781412934282
Vydavatelství: SAGE Publications
Rok vydání: 2009
Vazba: Hardback
Původní cena: 4 393 Kč
Výstavní cena:
3 734 Kč(t.j. po slevě 15%)
(Cena je uvedena včetně 10% DPH)
Katalogová cena: 120 GBP
Nárok na
dopravu zdarma
Termín dodání na naši pobočku v Brně je přibližně 3-4 týdny.
Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.