International Marketing
3rd Edition

By L.S. Walsh
ISBN: 0-273-63417-8
296 p.
$43.50 Paper

This book focuses exclusively on those aspects of general marketing management that are especially important in an international context. It is a first-class guide to the essential principles of international marketing for the first-time student in a professional course, or on an undergraduate course in business studies or marketing. International Marketing covers the entire field from indirect and direct exporting to the marketing operations of the multinational. Five substantial case studies are provided on fundamental matters of distribution, pricing, communications and planning.

Return to the Businesss Titles Home Page