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9781637428481

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... In an era marked by profound transformations in the global business landscape, this executive guidebook introduces the reader to the increasingly complex and dynamic world of international marketing. The authors successfully bridge the gap between theory and practice in offering thoughtful and practical advice in going international.--Peter Buckley, 200th Anniversary Chair in International Business, Alliance Manchester Business School, University of Manchester, Manchester, United Kingdom So many books, often extensive in their approach, fail to capture the essence and changes of the contemporary business environment. In contrast, this manuscript serves as a guide that is both concise and comprehensive, catering to professionals seeking practical insights alongside theoretical underpinnings. The authors have done a great job of conveying the excitement and intricacies of going international through a highly readable book.--Ahmet Bozer, President of Coca-Cola International, (Ret), Atlanta, Georgia This executive guidebook offers important strategies and insights for professionals grappling with the nuanced realms and challenges of international marketing today and tomorrow. A must-read for practitioners and academics alike.--Professor Jagdish N. Sheth, Emory University

Author Information

M. Billur Akdeniz is a Professor of Marketing at the Paul College of Business and Economics, University of New Hampshire. Her research specializes in innovation, brand management, and international marketing. She is an award-winning teacher with expertise in marketing strategy and marketing analytics. Sebastian van der Vegt is a global strategist and founding partner at WMBV Consulting, with over two decades of experience helping organizations expand across international markets. A former Coca-Cola executive and United Nations professional, he has led award-winning initiatives in sustainability, communications, and brand strategy. S. Tamer Cavusgil is Regents' Professor, Fuller E. Callaway Professorial Chair, and Executive Director of the Center for International Business Education and Research, J. Mack Robinson College of Business, Georgia State University. He has been mentoring students, executives, and educators in international business for the past four decades.

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