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International Marketing and Export Management
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International Marketing and Export Management
By
Gerald Albaum & Edwin Duerr
As trade barriers continue to fall away it is not only a few, large multinational companies that benefit from increased access to international markets. Many more small and medium sized operations, that may never physically expand beyond their country of origin, rely ever more heavily on income from foreign markets. For such companies exporting - with many processes and activities common to marketing - will always be the most important international activity they undertake. The Third Edition of International Marketing and Export Management retains its unique coverage of these closely related subjects, and is therefore the best placed text to give students and practitioners alike a realistic picture of marketing strategies in the international arena. Key Features
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