Expanding an organisation internationally presents both opportunities
and challenges as marketing departments seek to understand different
buying behaviours, power relations, preferences, loyalties and norms.
International Marketing offers a uniquely adaptable strategy framework
for firms of all sizes that are looking to internationalise their
business, using Carl Arthur Solberg's tried and tested Nine Strategic
Windows model. Compact and readable, this practical text offers the
reader insights into: The globalisation phenomenon Partner relations
And Strategic positioning in international markets. Solberg has also
created a brand new companion website for the text, replete with
additional materials and instructor resources. This functional study,
complete with case studies that demonstrate how the theory translates
to practice, is an ideal introduction to international marketing for
advanced undergraduates and postgraduates in business and management.
It also offers a pragmatic toolkit for managers and marketers that are
seeking to expand their business into new territories.
Les mer
Produktdetaljer
ISBN
9781351732895
Publisert
2017
Utgave
1. utgave
Utgiver
Vendor
Routledge
Språk
Product language
Engelsk
Format
Product format
Digital bok
Forfatter