Summary
The leading graduate-level case text in international marketing, as well as a popular reference forpractitioners, this Sixth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries. Completely updated contents reflecting the latest research findings and practices, with chapters on planning, segmentation and targeting, competitive analysis, competitive strategy, and sourcing. Draws on the experience and insight of a distinguished advisory board of executive and consulting experts. Revised selection of cases, many shorter than in the previous edition, covering consumer, industrial, low tech and high tech, product and services marketing.
