International Marketing and Export Management
ISBN-13:
9780201624045
ISBN-10:
0201624044
Edition:
2
Author:
Gerald Albaum
Publication date:
1994
Publisher:
Addison-Wesley
Format:
Hardcover
600 pages
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Book details
ISBN-13:
9780201624045
ISBN-10:
0201624044
Edition:
2
Author:
Gerald Albaum
Publication date:
1994
Publisher:
Addison-Wesley
Format:
Hardcover
600 pages
Summary
International Marketing and Export Management (ISBN-13: 9780201624045 and ISBN-10: 0201624044), written by authors
Gerald Albaum, was published by Addison-Wesley in 1994.
With an overall rating of 3.9 stars, it's a notable title among other
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Description
Whilst its orientation stays the same treating international marketing with an exporting slant, this second edition includes: a chapter on non-export modes of entry (eg. investment, licensing, joint venture and other forms of strategic alliances) and improved coverage of EU international marketing. The chapter on the international environment has been divided into two and includes additional material on cultural differences. The discussion on marketing research is covered in more depth and includes material on the organization and control of operations.
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