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International marketing underwent fundamental changes in the last two decades - The Handbook of International Marketing examines the state of the art in research in international marketing during this period.

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area.

In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

Get The SAGE Handbook of International Marketing by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by SAGE Publications Inc and it has pages.

The SAGE Handbook of International Marketing

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