International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today’s competitive business environment. The book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm.
The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based.
The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.
- ISBN10 0273686887
- ISBN13 9780273686880
- Publish Date 28 November 2004 (first published 1 May 1991)
- Publish Status Out of Print
- Out of Print 15 March 2021
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Edition 5th edition
- Format Paperback
- Pages 440
- Language English