International Marketing Strategy - Contemporary Readings

Summary

Collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. This book offers an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

Product details

• Authors: Doole Isobel, Robin Lowe
• Publisher: Cengage Learning
• Languages: English
• Product format: Paperback / Softback
• Released: 19.12.1996
• EAN: 9781861522337
• ISBN: 978-1-86152-233-7
• Dimensions: 154 mm x 25 mm x 228 mm
• Weight: 290 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Market research, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / Research, business strategy