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This now updated and comprehensive textbook offers a truly global approach to International Marketing and combines classic approaches to marketing (the 4Ps) with new developments in the field (S-DL, for example) alongside broader societal issues and impacts such as digitalization, sustainability, and trade wars and protectionism. A must read for all Marketing and Management students!
Current and up-to-date.
Very clear explanations and applications. Good for Level 3 BTEC learners.
Will consider as replacement for an older (though updated) marketing foundations text. This is very nicely laid out for a 'modern' reader, boxes, examples, cases etc; and good flow and sequence of topics.