International Marketing Strategy: 3rd Edition

Author: Robin Lowe Isobel Doole
Publisher:
Publish Date: 2004-09-01
Features: International Management Series. The third edition of this book elaborates on the basic concepts, knowledge, and skills of international marketing strategy from three levels: international marketing analysis, international marketing strategy formulation, and international marketing strategy implementation. The theoretical explanations are combined with corresponding case studies, providing a relatively complete introduction to the formulation and implementation of international marketing strategy. The book has a clear structure, is easy to understand, and is simple to master. It focuses on the global market, discussing global marketing strategy and supplemented with many cases in global marketing competition, which is beneficial for students to grasp the concepts, knowledge, and skills of international marketing. This book is suitable for undergraduate and graduate students majoring in marketing, marketing management personnel, enterprise management personnel, and MBA students.