This entirely revised and updated third edition of Market Entry Strategies continues to combine the profound explanation of internationalization theories and concepts with real-life firm cases. Reviewing the readers’ valuable feedback from successful previous editions this version targets to...

The objective of this textbook is to present the basic strategic and configurational complexes of marketing management in the hotel industry, and in this edition gastronomy as well, based on an integrative and holistic understanding of marketing and taking into account the current challenges in...