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. ...
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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 and overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework. This reader will provide the supplement to the text, "International Marketing Strategy", by Phillips Doole and Lowe, building on the students' knowledge to explore in more depth the key elements of international marketing.
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Add this copy of International Marketing Strategy: Contemporary Readings to cart. $57.75, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 1996 by Cengage Learning EMEA.
Add this copy of International Marketing Strategy to cart. $90.91, new condition, Sold by Ria Christie Books rated 5.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 1996 by Cengage Learning EMEA.
