International Marketing by Dana-Nicoleta Lascu

This book on International marketing adopts a strategic, applications-oriented approach to country- and region-specific environments. Throughout the text, these concepts are illustrated through interviews with international and local (national) marketing. It contains vivid and memorable examples that help students retain international marketing theory and facts. Each chapter of this book begins with key terms and an outline along with learning objectives. Discussion questions are given at the end. It also contains interviews with consumers that are used to illustrate a number of consumer behavior issues in the chapters.