International Marketing Strategy (3rd Edition)

Author: [UK] Dull
Publisher:
Publish Date: 2005-01-01
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 exposition is combined with corresponding case analyses, 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 easy to master. It focuses on the global market, discussing global marketing strategy and supplemented by 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.