Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers....

In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally....

In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. \"International Marketing: A Global Perspective\" starts from the premise that any firm - regardless of size - can compete globally....