International Marketing Management

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This book is a compilation of chapters that discuss the most vital concepts and emerging trends in the field of international marketing management. As it is an ever growing field that has undergone rapid development over the past few decades, this book will trace its progress and highlight its key concepts and applications. Marketing management encompasses practical applications of marketing, understanding the techniques and strategies of a firm and governing marketing resources of a business. It uses the elements of stats, economics and competitive strategy to analyze the working of a business or a firm. For all those who are interested in this area of study, the case studies included in this book will serve as an excellent guide to develop a comprehensive understanding. This text will serve as a reference to a broad spectrum of readers including economists, managers, business personnel, entrepreneurs, students, etc.