International Marketing

Planning and Practice

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• Autorenkollektiv

Parameter

• Marketing & PR
• Marketing & Vertrieb

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Describing the steps a company must make to plan and implement successful international marketing strategies, this text emphasizes macro considerations, with strong treatment of the political, cultural and economic factors that affect global markets. It also covers financial issues, marketing analysis, and management practices, with cases studies and examples drawn from a variety of multinational firms.

• Sprache: Englisch
• Erscheinungsdatum: 1993