Intnl Market Strategy Reader

Isoble Doole, Angela Rushton, Isobel Doole

ISBN 10: 1861522339 / ISBN 13: 9781861522337

Published by INTL THOMSON BUSINESS PR, 2010

About this Item

Zustand: Gut | Seiten: 416 | Sprache: Englisch | Produktart: Bücher | Keine Beschreibung verfügbar.

Seller Inventory # 1249049/203

Bibliographic Details

• Title: Intnl Market Strategy Reader
• Publisher: INTL THOMSON BUSINESS PR
• Publication Date: 2010
• Language: English
• ISBN 10: 1861522339
• ISBN 13: 9781861522337
• Binding: Soft cover
• Condition: Gut
• Seller catalogs:
  • Bücher

About this title

Synopsis

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.

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.