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International Marketing: Strategy development and implementation (Paperback)
  • International Marketing: Strategy development and implementation (Paperback)

International Marketing: Strategy development and implementation (Paperback)

Paperback 402 Pages / Published: 04/12/2017
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Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

This practical text offers the reader insights into:

The globalisation phenomenon

Partner relations

And Strategic positioning in international markets.

Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.

Publisher: Taylor & Francis Ltd
ISBN: 9781138738058
Number of pages: 402
Weight: 703 g
Dimensions: 248 x 171 mm

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