INTERNATIONAL MARKETING

• Main Authors: Helsen, Kristiaan (Author), Kotabe, Masaaki (Mike) (Author)
• Format: Book
• Language: English
• Published: [Place for publication not identified] John Wiley & Sons 2017
• Edition: 7th Edition
• Subjects: Export marketing; International trade
• Online Access: Click Here to View Status and Holdings.

 The seventh edition book continues to build on four major changes that have taken place in the past decade. First, the landscape of the global economy has changed drastically, particularly as a result of the global financial crisis and the ensuing lackluster global market environment. Second, the explosive growth of information technology tools, including the internet and electronic commerce (e-commerce), has had a significant effect on the way we do business internationally. Third, it is an underlying human tendency to desire to be different when there are economic and political forces of convergence (often referred to as globalization). Fourth, more aware of various consequences of corporate action, ranging from environmental pollution to global warming that could threaten to affect our civilization with rising sea levels around the world, and from food safety to unsafe work environments around the world.