international marketing relationships

From the back cover

This text is designed for use on international marketing courses taken by business studies, marketing and MBA students.

Relationship and network marketing has become an important topic within business as firms realize the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context.

Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from traditional, relationship and network perspectives. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today’s marketing student and practitioner.

To see the contents of this book please click on the following link:

see contents

To read the preface to the book and the foreword by series editor, Professor Peter Turnbull, please click on the following link:

foreword & preface