International Marketing Strategy

Fülszöveg

International Marketing Strategy
Analysis, Development and Implementation
Isobel Doole and Robin Lowe
SECOND EDITION
Isobel Doole is a Senior Lecturer in International Marketing and Head of the International Marketing Research Unit of Sheffield Business School. Isobel has had considerable experience working with multi-nationals and has acted as Research Consultant both in the UK and overseas.
Robin Lowe is a Principal Lecturer in Marketing and Director of the Enterprise Centre of Sheffield Business School. He has considerable experience across a number of industries working at senior management level with a number of international firms.
Intemational 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,... Tovább

Fülszöveg

International Marketing Strategy
Analysis, Development and Implementation
Isobel Doole and Robin Lowe
SECOND EDITION
Isobel Doole is a Senior Lecturer in International Marketing and Head of the International Marketing Research Unit of Sheffield Business School. Isobel has had considerable experience working with multi-nationals and has acted as Research Consultant both in the UK and overseas.
Robin Lowe is a Principal Lecturer in Marketing and Director of the Enterprise Centre of Sheffield Business School. He has considerable experience across a number of industries working at senior management level with a number of international firms.
Intemational 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 pmvidts 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 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. Vissza