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International Marketing Strategy: Analysis, Development and Implementation
International Marketing Strategy: Analysis, Development and Implementation
paperback
Published:
1 September, 1994
paperback
Published:
1 September, 1994
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Description
This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.
More Details
| Type | Book |
|---|---|
| ISBN13 | 9780415089852 |
| ISBN10 | 0415089859 |
| Number Of Pages | 450 |
| Item Weight | 999 g |
| Product Dimensions | 188 x 14 x 244 mm |
| Publisher / Reseller | Cengage Learning EMEA |
| Format | paperback |
| Edition | illustrated edition |
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