New Challenges to International Marketing

Author : Pervez N. Ghauri,Tamer Cavusgil

Hardback

Published : Friday 20 February 2009

ISBN : 9781848554689

Price : €127.52

Description

Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring.

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