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International Marketing

International Marketing

ISBN 9780170186964
Edition Asia Pacific ed
Publisher Cengage Learning Australia
Publication Date
This second Asia Pacific edition of International Marketing continues to offer up-to-date examples from Australia, New Zealand and throughout the Asia Pacific region alongside an international perspective to provide a truly global context. The text examines the unique conditions in which businesses from this region operate, concentrating on the challenges that face marketers. Students are provided with a comprehensive overview of both the theory and application of international marketing, including an examination of the distinct issues that affect a range of enterprises from start-up operations to small, medium and multinational firms.
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