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International Marketing Strategy: Analysis, Development and Implementation
Rok: 1999
ISBN: 9781861524720
OKCZID: 110952254
Anotace
International Marketing Strategy sets out the context, techniques and strategies involved in successful international marketing. With short case illustrations, highly illustrative case studies, summaries and discussion questions, students will find this text most useful, relevant and contemporary. Well-organized and very practical, International Marketing Strategy provides a good balance of the theory and implementation behind international marketing. Rigorous in its structure yet easy to use, it adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it breaks across national boundaries presenting a truly international vision of marketing strategy. The addition/incorporation of new topics brings the book fully up-to-date: global information systems the global manager international niche marketing international developments in retailing electronic business and relationship marketing new international case studies to illustrate the key points The second edition of International Marketing Strategy offers an excellent resource for final year undergraduate students on marketing courses and professionals studying for the Diploma of the CIM and will also be an invaluable source of reference for MBA and Masters level students.