International Marketing Strategy : analysis, development and implementation / Isobel Doole ; Robin Lowe

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International Marketing Strategy : analysis, development and implementation / Isobel Doole, Robin Lowe

Book

Doole, Isobel. Author | Lowe, Robin

Published by Cengage Learning - 2012 , 6th ed.

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2012
Edition no.: 6th ed.

ISBN

978-1-4080-4407-0

Sujets ACIEGE

121.67
121.58

Subjects: STRATEGIC MARKETING - INTERNATIONAL MARKETING

This book deals with theelements of the international marketing strategy process. It involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option. This text provides a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account.

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