This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation...
Published June 9th 2014 by Routledge
Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on...
Published March 20th 2014 by Routledge
Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world’s largest markets plus many emergent markets as well. North America is fast ceding ground to China as the world’...
Published September 5th 2012 by Routledge