Global Marketing Strategy (Paperback)

by Harold Chee, Rod Harris

Format: Paperback 736 pages

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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.

Book details

Published
18/06/1998

Publisher
Financial Times Prentice Hall

ISBN
9780273623489


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