International Marketing and Purchasing: From Marketing-mix to Relationships and Networks

ISBN-13: 9780762303182 / Angielski / Twarda / 2000 / 356 str.

Pervez N. Ghauri;S. Tamer Cavusgil

Opis

Hardbound. The collection of papers presented in this volume are the results of research undertaken by a group of scholars examining the field of international marketing and purchasing (IMP). This group of researchers has been conducting IMP studies over the past two decades in a multi-country setting.This book is a good overview of marketing as a discipline and provides insightful writing on the latest developments. The book can be used as supplementary text in courses as Business-to-Business Marketing, International Marketing and Marketing theory.