New Challenges to International Marketing

ISBN-13: 9781848554689 / Angielski / Twarda / 2009 / 432 str.

Tamer Cavusgil;Rudolf R. Sinkovics;Pervez N. Ghauri

Opis

Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring.