New Challenges to International Marketing

New Challenges to International Marketing

Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial fir...

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Bibliographische Detailangaben
Hauptverfasser: Cavusgil, Tamer, Sinkovics, Rudolf R, Ghauri, Pervez N
Format: Buch
Sprache:eng
Schlagworte:
Business
Export marketing
Internationales Marketing
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Beschreibung
Zusammenfassung:Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring.
ISSN:1474-7979
DOI:10.1108/S1474-7979(2009)20