Articles liés à International Marketing Strategy: Contemporary Readings
Synopsis
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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International Marketing Strategy: Contemporary Readings
Edité par
Cengage Learning EMEA, 1996
ISBN 10 : 041514454X
ISBN 13 : 9780415144544
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International Marketing Strategy: Contemporary Readings
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Paperback. Etat : Very Good. International Marketing Strategy: Contemporary Readings This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 7719-9780415144544
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International Marketing Strategy: Contemporary Readings
Vendeur : Bahamut Media, Reading, Royaume-Uni
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Paperback. Etat : Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 6545-9780415144544
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