International marketing : strategy and theory

• Main Authors: Onkvisit, Sak (Author), Merz, Michael A., 1976- (Author), Shaw, John J. (Author)
• Format: Electronic eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2025.
• Edition: 6th edition.
• Subjects: Export marketing.; Export marketing > Management.; elektronické knihy; electronic books
• ISBN: 9781003449782; 1003449786; 9781040344057; 1040344054; 9781040344040; 1040344046; 9781032583693; 9781032583662
• Physical Description: 1 online resource
• Item Description: Fifth edition published by Routledge 2008.
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

"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 academic references and marketing theories have also been updated. Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of International and Global Marketing, Marketing Management and Strategic Marketing. Online resources include chapter-by-chapter PowerPoint slides, a test bank, cases and discussion questions, and videos to accompany specific topics"-- Provided by publisher.