International Marketing
3rd Edition
By L.S. Walsh
1993
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.
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