International Marketing Relationships - Susan Bridgewater, Student, Hardcover

Palgrave Macmillan

Release Date 9/6/2002
ISBN-13 9780333733776 | 978-0-333-73377-6
ISBN 0333733770 | 0-333-73377-0
Format Hardcover
Author(s) Susan Bridgewater
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.

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