International Marketing Strategy: Contemporary Readings
- ISBN-10
- 041514454X
- ISBN-13
- 9780415144544
- Series
- International Marketing Strategy
- Category
- Export marketing
- Pages
- 400
- Language
- English
- Published
- 1997
- Publisher
- International Thomson Publishing Services
- Authors
- Robin Lowe, Isobel Doole
Description
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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Other editions
-
- 2019-11-26
- 188 pages
- Ebook
- Springer Nature
-
- 2008
- 462 pages
- Paperback
- South Western Educational Publishing
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