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International Marketing: A Global Perspective

Автор: Hans Muhlbacher, Helmuth Leihs and Lee Dahringer
Год: 2006
Издание: Thomson Learning
Страниц: 738
ISBN: 1844801322
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. "International Marketing: A Global Perspective" starts from the premise that any firm - regardless of size - can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company. "International Marketing: A Global Perspective" examines the main issues facing companies that want to compete successfully in the global marketplace.
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