Can I read International Marketing Strategy : Analysis, Development, and Implementation on EtoBox?

International Marketing Strategy : Analysis, Development, and Implementation by Chris Phillips, Isobel Doole, and Robin Lowe is a book available to read on EtoBox.

What is International Marketing Strategy : Analysis, Development, and Implementation about?

This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

Author

Chris Phillips, Isobel Doole, and Robin Lowe

Publisher

International Thomson Business : International Thomson Publishing Company

Published

1994

Language

EN

ISBN

9780415089852

Subjects

Management, Business, Marketing