商品簡介
This text for undergraduate and MBA courses in international and export marketing stresses an understanding of marketing processes, export operations management, and decision making. Several case studies per chapter illustrate principles concerning the bases of international marketing, the international environment, export market entry strategies, pricing and product decisions, financing, promotion, and the organization of international marketing activities. Includes chapter summaries and discussion questions, plus b&w photos. Annotation copyright Book News, Inc. Portland, Or.
