International Marketing Strategy
Summary
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International Marketing Strategy by Chris Phillips
This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.| SKU | Unavailable |
| ISBN 13 | 9780415089852 |
| ISBN 10 | 0415089859 |
| Title | International Marketing Strategy |
| Author | Chris Phillips |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Cengage Learning EMEA |
| Year published | 1994-09-01 |
| Number of pages | 450 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |