Fülszöveg
"Cateora and Ghauri take a really international outlook from a European perspective. This book is an enrichment of international marketing literature and an excellent teaching text."
Berend Wierenga, Professor of Marketing, Rotterdam School of Management, Erasmus University
"A thoroughly updated edition, genuinely international in its outlook and examples, with an excellent European feel and focus. The cases provide lots of variety and plenty of teaching opportunities."
Professor Stephen Young, Strathdyde International Business Unit, University of Strathclyde
KEY FEATURES
• Coverage of hot topics including standardization versus adaptation, emerging markets and green marketing
• New cases from Europe and Asia provide a truly international scope
• A diverse wealth of real-world examples illustrates the practical application of concepts
• Coverage of small and medium-sized companies
• Learning objectives and end-of-chapter summaries and questions reinforce the core concepts...
Tovább
Fülszöveg
"Cateora and Ghauri take a really international outlook from a European perspective. This book is an enrichment of international marketing literature and an excellent teaching text."
Berend Wierenga, Professor of Marketing, Rotterdam School of Management, Erasmus University
"A thoroughly updated edition, genuinely international in its outlook and examples, with an excellent European feel and focus. The cases provide lots of variety and plenty of teaching opportunities."
Professor Stephen Young, Strathdyde International Business Unit, University of Strathclyde
KEY FEATURES
• Coverage of hot topics including standardization versus adaptation, emerging markets and green marketing
• New cases from Europe and Asia provide a truly international scope
• A diverse wealth of real-world examples illustrates the practical application of concepts
• Coverage of small and medium-sized companies
• Learning objectives and end-of-chapter summaries and questions reinforce the core concepts and assist student learning
TtlE AUTHORS
Philip Cateora is Fellow of the Academy of International Business and Professor at the University of Colorado.
Pervez Ghauri is Professor of Marketing and Director of the International Business programme at the University of Groningen.The Netherlands. He is also Editor-in-Chief of International Business Review.
Website: www.mcgraw-hill.co.uk/textbooks/ghauri
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