Billur Akdeniz Authors Global Business Guidebook
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Billur Akdeniz, professor of marketing, recently co-authored a new book, "International Marketing in a Changing World: A Managerial Guidebook."
The idea for the book came from one of Akdeniz’s MBA students, who asked whether there was a single resource that compiled the tools and insights from her international marketing course. That question sparked a multi-year collaboration with S. Tamer Cavusgil, Regents’ professor at Georgia State University, and Sebastian van der Vegt, a former Coca-Cola executive.
The book blends academic research with real-world business cases to help managers, students, and educators navigate an increasingly dynamic global marketplace.
