Overview
This textbook prepares students to become effective managers by offering a strategic and interdisciplinary approach to global marketing. It emphasizes the complex interplay between marketing and other functional areas, such as logistics, supply chain management, and finance. Through a mix of academic theory and real-world practice, the text analyzes current trends in international trade and the challenges of operating in diverse cultural environments. It equips readers with the frameworks necessary to develop competitive strategies in an evolving global marketplace.
Book Details
- ISBN
- 978-1-11956-311-2
- Edition
- 8th Edition
- Category
- Marketing
- Pages
- 768
- Rating