Global marketing : contemporary theory, practice, and cases / Ilan Alon, Eugene Jaffe, Christiane Prange and Donata Vianelli.

By:

Alon, Ilan [author.]

Contributor(s):

Publication details: New York : Routledge, 2017.Edition: Second editionDescription: xxvi, 699 pages : illustrations (black and white, and colour), maps (black and white) ; 26 cmContent type:

text
still image

Media type:

unmediated

Carrier type:

volume

ISBN:

9781138807884 (pbk.) :

Subject(s):

LOC classification:

HF5415

Summary: This title provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment.

List(s) this item appears in: BA Business : International Business and Trade

Holdings
Item type	Home library	Class number	Status	Date due	Barcode
2 week loan	Hockney Library Main Floor	658.8/ALO (Browse shelf(Opens below))	Available		7412254088

Previous edition: New York: McGraw-Hill Irwin, 2013.

This title provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment.

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Global marketing : contemporary theory, practice, and cases / Ilan Alon, Eugene Jaffe, Christiane Prange and Donata Vianelli.

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