International Marketing Strategy: Analysis, Development and Implementation - Softcover

Doole, Isobel; Lowe, Robin

Softcover

ISBN 10: 1844800253 ISBN 13: 9781844800254

Publisher: Cengage Learning Business Pr, 2004

Synopsis

This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace. This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace.

About this title

About the Authors

Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.

Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

Edition details

• Publisher: Cengage Learning Business Pr
• Publication date: 2004
• Language: English
• ISBN 10: 1844800253
• ISBN 13: 9781844800254
• Binding: Paperback
• Edition number: 4
• Number of pages: 416