International marketing strategy: contemporary readings
Auteur :
Doole, Isobel / Lowe, Robin
Éditeur :
Cengage Learning EMEA
ISBN :
9781861522337
Date de publication :
19 déc. 1996
Dimensions :
2,5 x 15,4 x 22,8 cm
Poids :
640 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. This book offers an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.