International Marketing

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With business practices around the world constantly changing, marketing within the international arena is also in a constant state of change. How can marketers exploit this potential? What considerations need to be taken into account?Meticulously researched and fully updated and restructured for this new edition, International Marketing is an established textbook, which provides invaluable information about the international marketing environment and how to operate in it. Clearly written, the book analyses the tactical, operational and strategic issues relevant to every marketer. Packed with up-to-the last minute case studies, plus regional analyses of individual world markets, this book offers the insights vital for successful planning and implementation.About Author:S Dr Roger Bennett is a researcher and practitioner in the European and international business field. A professor in the Department of Business at the London Metropolitan University, he has also published several books. Jim Blythe is a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books.