International Marketing Strategy: Contemporary Readings

Isobel Doole, Robin Lowe

Anno: 1996
Rilegatura: Paperback / softback
Pagine: 256 p.
Testo in English
Dimensioni: 228 x 154 mm
Peso: 636 gr.
  • EAN: 9781861522337
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Descrizione
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.