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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