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International Marketing Strategy - Contemporary Readings (Paperback, New edition)
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International Marketing Strategy - Contemporary Readings (Paperback, New edition)
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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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