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International Marketing Strategy: Analysis, Development and Implementation
International Marketing Strategy Analysis Development and Implementation
Author: Chris Phillips, etc., Isobel Doole, Robin Lowe
This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - includi...  more »
ISBN-13: 9780415089852
ISBN-10: 0415089859
Pages: 450
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Publisher: Cengage Learning EMEA
Book Type: Paperback
Other Versions: Hardcover
Members Wishing: 0
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