Description

This is a subscription-based online resource, which introduces the student to the foundations of global marketing practice, with embedded digital content and interactive quizzes. It includes a range of contemporary international marketing concepts and practices and an overview of the ambit of activities performed by global marketing managers.

Specifically, it addresses the following areas:

1. The significance of international markets in the contemporary world
2. The nature of the growth and development of international markets
3. The factors that affect marketing internationally
4. The significance of the different types of markets worldwide
5. Theories and constructs pertinent to international marketing