Bestseller

INTERNATIONAL BUSINESS AND MARKETING

International Business and Marketing distills the essentials of competing across borders—market research and entry modes, cultural intelligence, global segmentation and positioning, pricing and channel design, cross-border e-commerce, branding, and analytics. Blending concise frameworks with contemporary cases (including emerging markets), it shows how to localize offerings, build resilient partner networks, manage risk and compliance, and measure ROI. A practical, one-stop guide for students, entrepreneurs, and managers scaling brands worldwide.