International Marketing Strategy: Analysis, Development and Implementation

Isobel Doole, Robin Lowe

ISBN 10: 1861524722 / ISBN 13: 9781861524720

Published by Thomson 22/04/1999, 1999

About this Item

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Bibliographic Details

• Title: International Marketing Strategy: Analysis, Development and Implementation
• Publisher: Thomson 22/04/1999
• Publication Date: 1999
• Language: English
• ISBN 10: 1861524722
• ISBN 13: 9781861524720
• Binding: Soft cover
• Edition: 2nd Edition
• Condition: Very Good

About this title

Synopsis

International Marketing Strategy sets out the context, techniques and strategies involved in successful international marketing. With short case illustrations, highly illustrative case studies, summaries and discussion questions, students will find this text most useful, relevant and contemporary. Well-organized and very practical, International Marketing Strategy provides a good balance of the theory and implementation behind international marketing. Rigorous in its structure yet easy to use, it adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it breaks across national boundaries presenting a truly international vision of marketing strategy. The addition/incorporation of new topics brings the book fully up-to-date: global information systems the global manager international niche marketing international developments in retailing electronic business and relationship marketing new international case studies to illustrate the key points The second edition of International Marketing Strategy offers an excellent resource for final year undergraduate students on marketing courses and professionals studying for the Diploma of the CIM and will also be an invaluable source of reference for MBA and Masters level students.

About the Author

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.