International Marketing Strategy: Contemporary Readings - Couverture souple

Doole, Isobel; Lowe, Robin

Couverture souple

ISBN 10 : 1861522339 ISBN 13 : 9781861522337

Editeur : Cengage Learning EMEA, 1996

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 an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

A propos du livre

À propos de l?auteur

Isobel Doole Emeritus Professor of International Marketing at Sheffield Hallam University, UK and previously Dean of Sheffield Business School, Sheffield Hallam University, UK. . Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 1861522339
• ISBN 13: 9781861522337
• Reliure: Broché
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible