ABSTRACT
Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester. The book covers all the key topics for an International Marketing course, but in a concise, no-nonsense manner that meets the needs of undergraduates..In addition to including all the basic topics, this affordable text also offers two unique chapters on the metric system and on countertrade that provide essential information for successful international marketers. Essentials of International Marketing has been extensively class-tested and is well crafted to serve as a learning tool and a ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, a summary, key terms, and discussion questions.
