International Marketing Strategy: Analysis, Development and Implementation - Couverture souple

Doole, Isobel; Lowe, Robin; Phillips, Chris

Couverture souple

ISBN 10 : 1861522207 ISBN 13 : 9781861522207

Editeur : Cengage Learning EMEA, 1994

Synopsis

This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 1861522207
• ISBN 13: 9781861522207
• Reliure: Broché
• Nombre de pages: 450
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible