International Marketing and Relationships

Beschreibung

This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.

Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,.

Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.
This text is designed for core courses on International Marketing taken by business studies, marketing and MBA students.
Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context.
Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practitioner.
The FIRST textbook on international marketing set within a relationship and network perspective A recent survey conducted by Michael Baker showed International Marketing to be the most popular course taught within the marketing syllabus therefore a very large market! Contains numerous realworld case vignettes and illustrations

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Sue Bridgewater

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