International Marketing Strategy: Analysis, Development and Implementation - Softcover

Doole, Isobel; Lowe, Robin

 
9781861524720: International Marketing Strategy: Analysis, Development and Implementation
Softcover
ISBN 10: 1861524722 ISBN 13: 9781861524720
Verlag: Cengage Learning EMEA, 1999

Inhaltsangabe

This text looks at context, techniques and strategies involved in successful international marketing. With short case illustrations, case studies, summaries and discussion questions, this book is aimed particularly at students. It sets out to provide a good balance of the theory and implementation behind international marketing, and 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 seeks to present an international vision of marketing strategy. The book includes such topics as: global information systems; the global manager; international niche marketing; international developments in retailing; electronic business and relationship marketing; and new international case studies to illustrate the key points.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Reseña del editor

This text looks at context, techniques and strategies involved in successful international marketing. With short case illustrations, case studies, summaries and discussion questions, this book is aimed particularly at students. It sets out to provide a good balance of the theory and implementation behind international marketing, and 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 seeks to present an international vision of marketing strategy. The book includes such topics as: global information systems; the global manager; international niche marketing; international developments in retailing; electronic business and relationship marketing; and new international case studies to illustrate the key points.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Cengage Learning EMEA
Erscheinungsdatum
1999
Sprache
Englisch
ISBN 10 
1861524722
ISBN 13 
9781861524720
Einband
Tapa blanda
Anzahl der Seiten
576
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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ISBN 10:  1408044072 ISBN 13:  9781408044070
Verlag: Cengage Learning EMEA, 2012
Softcover