This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with mar

This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of

Designed for practical use, this guide profiles the experiences of actual companies, among them McDonald's and AT&T, who have successfully capitalized on the un