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dc.contributor.authorDoole, Isobel
dc.contributor.authorLowe, Robin
dc.contributor.authorKenyon, Alexandra
dc.date.issued2019
dc.identifier.isbn978-1-4737-5874-2
dc.identifier.urihttps://thuvienso.hoasen.edu.vn/handle/123456789/12742
dc.description.abstractFully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
dc.formatxxv, 470 p. : ill.
dc.language.isoen
dc.publisherCengage Learning
dc.subjectMarketing
dc.subjectMarketing strategy
dc.titleInternational marketing strategy : analysis, development and implementation
dc.typeBook
dc.description.version8th edition


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