Book Details
Format
Paperback / Softback
ISBN-10
1861522339
ISBN-13
9781861522337
Edition
New
Publisher
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 19th, 1996
Print length
256 Pages
Weight
650 grams
Dimensions
16.50 x 23.50 x 2.30 cms
Product Classification:
Business strategyMarket research
Ksh 12,200.00
Manufactured on Demand
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Collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. This book offers an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.
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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