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 an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.
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Add this copy of Intnl Market Strategy Reader to cart. $21.59, good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Brownstown, MI, UNITED STATES, published 2010 by Cengage Learning.
Add this copy of Intnl Market Strategy Reader to cart. $54.28, new condition, Sold by Media Smart rated 3.0 out of 5 stars, ships from Hawthorne, CA, UNITED STATES, published 2010 by Cengage Learning.
Add this copy of Intnl Market Strategy Reader to cart. $85.41, new condition, Sold by Ria Christie Books rated 5.0 out of 5 stars, ships from Uxbridge, MIDDLESEX, UNITED KINGDOM, published 2010 by Cengage Learning.
