International Marketing Strategy

International Marketing Strategy pdf epub mobi txt 电子书 下载 2025

出版者:Cengage Learning Business Press
作者:Isobel Doole
出品人:
页数:256
译者:
出版时间:1996-12-19
价格:USD 48.99
装帧:Paperback
isbn号码:9781861522337
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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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