Name: Intnl Market Strategy Reader
SKU: 25684972
Price: 3204.00 TWD
Availability: InStock
Author: Doole, Isoble ; Rushton, Angela ; Doole, Isobel
ISBN: 9781861522337

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Type

Physical Book

Author

Publisher

Year

1996

Language

English

Pages

416

Format

Paperback

Dimensions

23.5x15.7x1.8 cm

Weight

0.52 kg.

ISBN

1861522339

ISBN13

9781861522337

Synopsis "Intnl Market Strategy Reader"

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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Intnl Market Strategy Reader - Doole, Isoble ; Rushton, Angela ; Doole, Isobel

Synopsis "Intnl Market Strategy Reader"

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