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International Marketing Strategy: Analysis, Development and Implementation
£49.99

INTERNATIONAL MARKETING STRATEGY: ANALYSIS, DEVELOPMENT AND IMPLEMENTATION

PAPERBACK BY KENYON, DR. ALEXANDRA; LOWE, ROBIN; DOOLE, ISOBEL

£49.99

ISBN
9781473723702
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EDITION
7TH REVISED EDITION
PUBLISHER
CENGAGE LEARNING EMEA
IMPRINT
CENGAGE LEARNING EMEA
FORMAT
PAPERBACK
PAGES
491 pages
PUBLICATION DATE
28 FEB 2016

CONTENTS

Part 1 Analysis 1. An Introduction to International Marketing 2. The World Trading Environment 3. Social and Cultural Considerations in International Marketing 4. International Marketing Research and Opportunity Analysis Part 2 Strategy Development 5. International Niche Marketing Strategies for Small- and Medium-sized Enterprises 6. Global Strategies 7. Market Entry Strategies 8. International Product and Service Management Part 3 Implementation 9. International Communications 10. The Management of International Distribution and Logistics 11. Pricing for International Markets 12. Technology Enabled Sustainable International Marketing