Essentials of International Marketing (Paperback)

From the Publisher: Essentials of International Marketing has been written for students in undergraduate and MBA courses. Unlike most traditional textbooks for International Marketing courses, Essentials remains true to its title and includes only the most important information that can easily be covered in one semester. The book covers all the key topics for the International Marketing course, but in a concise, no-nonsense manner.||Besides covering all the standard topics, Essentials of International Marketing also offers two unique chapters, on the metric system (chapter 2) and on countertrade (chapter 16). Both topics require fluency by successful international marketers.||The book has been extensively class tested and is well crafted to serve as a learning tool and ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, chapter summaries, key terms, and discussion questions. The book concludes with a detailed glossary.