Social, economic, political, business, and cultural environmental factors affect the international marketing operation and performance of international firms. T

Social, economic, political, business, and cultural environmental factors affect the international marketing operation and performance of international firms. T

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It

The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them curr

Markets in Third World countries are growing rapidly and in the next several decades will offer tremendous business opportunities. Firms aspiring to be a part o