by José Luis Jerez Riesco, Álvaro García-Mendoza · ESIC Editorial · tapa blanda · ISBN 9788473566728
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«Marketing internacional para la expansión de la empresa» is a manual by José Luis Jerez Riesco and Álvaro García-Mendoza, published by ESIC, in paperback.
The work analyses business adaptation to a changing global environment and presents international marketing as a way to expand and leverage synergies. It covers internationalisation, market selection and penetration, product adaptation, pricing, distribution, advertising and the international marketing plan.
First edition, published on 17 March 2010. It has 296 pages and belongs to the «Libros profesionales» collection by ESIC Editorial.
Aimed at professionals and students of marketing, foreign trade and business management interested in the internationalisation of companies.
