International Marketing - Couverture souple

Solberg, Carl Arthur

Couverture souple

ISBN 10 : 1138738050 ISBN 13 : 9781138738058

Editeur : Routledge, 2017

Synopsis

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

Compact and readable, this practical text offers the reader insights into:

• The globalisation phenomenon
• Partner relations
• And Strategic positioning in international markets.

Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study, complete with case studies that demonstrate how the theory translates to practice, is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.

A propos du livre

À propos de l'auteur

Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway. Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2017
• Langue: anglais
• ISBN 10: 1138738050
• ISBN 13: 9781138738058
• Reliure: Broché
• Nombre de pages: 418
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible