INTERNATIONAL MARKETING AND RELATIONSHIPS (PROFITABLE MARKETING RELATIONSHIPS SERIES)

This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.

Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,.

Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.

SUSAN BRIDGEWATER is a lecturer in Marketing and Strategic Management at Warwick Business School, University of Warwick.

COLIN EGAN is Professor of Strategic Management at Leicester Business School, De Montfort University.