TY  - BOOK
AU  - Alon,Ilan
AU  - Jaffe,Eugene D.
AU  - Prange,Christiane
AU  - Vianelli,Donata
TI  - Global marketing: contemporary theory, practice, and cases 
SN  - 9781138807884 (pbk.) :
AV  - HF5415 
PY  - 2017///
CY  - New York
PB  - Routledge
KW  - Marketing
KW  - Business and Management
N1  - Previous edition: New York: McGraw-Hill Irwin, 2013
N2  - 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
ER  -