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International Marketing Strategy: Analysis, Development and Implementation

Chris Phillips~Isobel Doole~Robin Lowe

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ISBN 10: 0415089859 / ISBN 13: 9780415089852
Published by International Thomson Business P, 1994
Used Condition: Good Soft cover
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1994. illustrated edition. Paperback. "508p. Associated Names: Lowe, Robin. Associated Names: Phillips, Chris. PB." Keywords: "Business, Finance & Law - Management - Strategy,Business, Finance & Law - Reference & Education - International,". Not a first edition copy. . . . Bookseller Inventory # KON0717797

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Bibliographic Details

Title: International Marketing Strategy: Analysis, ...

Publisher: International Thomson Business P

Publication Date: 1994

Binding: Soft cover

Book Condition:Good

About this title


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 - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.

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