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Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and t
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This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studie
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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet c
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The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansio