This is a new and comprehensive text designed for courses in international and global marketing at undergraduate and postgraduate diploma level. It takes its structure from an analysis of courses in this area. It begins with a theoretical overview of strategy and globalisation, moving on to environmental analysis, global market entry strategies, the global marketing mix, and finally, the implementation of global marketing strategies. Each chapter is designed to be student friendly, containing an overview, summary, review questions, discussion questions, recommended reading and a case study which consolidates what has been learnt in that chapter.
- ISBN10 0273623486
- ISBN13 9780273623489
- Publish Date 18 June 1998
- Publish Status Out of Print
- Out of Print 15 March 2021
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Format Paperback
- Pages 736
- Language English