商品簡介
Essentials of International Marketing has been written for students in undergraduate and MBA courses. Unlike most traditional textbooks for International Marketing courses, Essentials remains true to its title and includes only the most important information that can easily be covered in one semester. The book covers all the key topics for the International Marketing course, but in a concise, no-nonsense manner.
Besides covering all the standard topics, Essentials of International Marketing also offers two unique chapters, on the metric system (chapter 2) and on countertrade (chapter 16). Both topics require fluency by successful international marketers.
The book has been extensively class tested and is well crafted to serve as a learning tool and ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, chapter summaries, key terms, and discussion questions. The book concludes with a detailed glossary.
作者簡介
Donald L. Brady (Ph.D., University of Alabama) is a professor of marketing and chairman, Department of Business Administration at American University in Bulgaria. Previously, he was on the faculty of Youngstown State University, Birmingham-Southern College, where he held the Elton B. Stephens chair of Marketing and Sales Management, and Millersville University, where he served as department chair and created and directed the university's Small Business Institute. Before entering academia, he worked in industry for Armstrong World Industries, Inc., Rust International Inc., and the 3M Company. His teaching and research specialties include international marketing, sales force management, marketing research, research methods for business, and business ethics.
