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An Introduction to International Marketing: A Guide to Going Global

An Introduction to International Marketing: A Guide to Going Global

Name: An Introduction to International Marketing: A Guide to Going Global
Brand: Recyclivre
Author: Keith Lewis
ISBN: 9780749422462

Keith Lewis

25/09/1998
Kogan Page Ltd

NC (0 avis)

Couverture de An Introduction to International Marketing: A Guide to Going Global par Keith Lewis

Résumé

This work seeks to provide a grounding in international marketing, de-mystify its language and remove the jargon associated with it. It instructs the reader on: understanding the changing nature of the international trading environment; identifying information sources for international marketing; developing suitable approaches for entering international markets; and developing tactical plans for overseas markets using the elements of the marketing mix. There are models, examples, checklists and case studies.