International Marketing Strategy : Contemporary Readings Paperback / softback
by Isobel (Sheffield Hallam University) Doole, Robin (Sheffield Hallam University) Lowe
Paperback / softback
Description
This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.
Information
-
Out of stock
- Format:Paperback / softback
- Pages:256 pages
- Publisher:Cengage Learning EMEA
- Publication Date:19/12/1996
- Category:
- ISBN:9781861522337
Information
-
Out of stock
- Format:Paperback / softback
- Pages:256 pages
- Publisher:Cengage Learning EMEA
- Publication Date:19/12/1996
- Category:
- ISBN:9781861522337