International marketing strategy : analysis, development and implementation.

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Title:

Author:

Doole, Isobel, 1954-

ISBN:

9781408064290

9781408044070

9781408064337

Personal Author:

Doole, Isobel, 1954-

Edition:

6th ed. / Isobel Doole & Robin Lowe.

Publication Information:

Andover : Cengage Learning, c2012.

Physical Description:

xxv, 440 p. : col. ill., col. map ; 26 cm. + 1 Internet access card.

Abstract:

This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.

Subject Term:

Export marketing -- Management.

Export marketing -- Management -- Case studies.

Business and Management.

Export marketing -- Management. (OCoLC)fst00918717

Genre:

Case studies. (OCoLC)fst01423765

Added Author:

Lowe, Robin, 1945-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025591898	658.84 D691.I 2012	1	Searching... Unknown

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Summary

Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and practice all of the elements of the international marketing strategy process. The main ethos of the text is that a fundamental element of international marketing is the development of competitive international marketing strategies which build upon, leverage and advance an organization's competitive position across the globe.The sixth edition has been completely updated to reflect all key new developments in international marketing, whilst also significantly expanding the international coverage reflecting Europe, the Middle East, Africa and Asia.This textbook is autopackaged with Coursemate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.