Global Marketing Strategy

Type
Book
ISBN 10
0273623486 
ISBN 13
9780273623489 
Category
Unknown  [ Browse Items ]
Edition
 
Publication Year
1998 
Pages
800 
Abstract
 
Description
This is a new and comprehensive text designed for courses in international and global marketing at undergraduate and postgraduate diploma level. It takes its structure from an analysis of courses in this area. It begins with a theoretical overview of strategy and globalisation, moving on to environmental analysis, global market entry strategies, the global marketing mix, and finally, the implementation of global marketing strategies. Each chapter is designed to be student friendly, containing an overview, summary, review questions, discussion questions, recommended reading and a case study which consolidates what has been learnt in that chapter. - from Amzon 
Biblio Notes
 
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