Book
International Marketing
ISBN : 9781032583662
Author : Sak Onkvisit
Publisher : Routledge
Year : 2025
Language : English
Type : Book
Description : This comprehensive text provides students with a solid foundation in international marketing theory, research, and practice. Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries, and discussion questions. Placing a unique emphasis on the importance of academic research, all
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