Items related to International Marketing Strategy: Contemporary Readings

International Marketing Strategy: Contemporary Readings - Softcover

Doole, Isobel; Lowe, Robin

 
9781861522337: International Marketing Strategy: Contemporary Readings
Softcover
ISBN 10: 1861522339 ISBN 13: 9781861522337
Publisher: Cengage Learning EMEA, 1996

Synopsis

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.

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About the Authors

Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees.

Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.

"About this title" may belong to another edition of this title.

Publisher
Cengage Learning EMEA
Publication date
1996
Language
English
ISBN 10 
1861522339
ISBN 13 
9781861522337
Binding
Paperback
Number of pages
256