International Marketing Strategy: Analysis, Development and Implementation
- ISBN-10
- 1473758742
- ISBN-13
- 9781473758742
- Series
- International Marketing Strategy
- Category
- Export marketing
- Pages
- 470
- Language
- English
- Published
- 2019-01-15
- Authors
- Robin Lowe, Isobel Doole, Alexandra J. Kenyon
Description
Fully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
Get the book
Other editions
-
- 2016-01-29
- 465 pages
- Paperback
- -
-
- 2008
- 462 pages
- Paperback
- -
-
- 1997
- 508 pages
- Paperback
- -
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