International Marketing: Strategy Planning, Market Entry & Implementation

Front Cover
Kogan Page, 2002 - Business & Economics - 362 pages
This manual on international marketing is designed for students of the subject, as well as practitioners wanting to maximize their impact abroad. Seeking to take a straightforward approach, the volume explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. This third edition is revised and features case studies and teaching materials. It is accompanied with a free CD-ROM.

References to this book

About the author (2002)

Dr Roger Bennett is a researcher and practitioner in the European and international business field. He is a Reader in the Department of Business Studies at the London Guildhall University, Jim Blythe is Visiting Reader in Marketing at Plymouth Business School. He has written numerous textbooks, is the Editor of The Marketing Review and a member of the editorial boards for the Journal of Selling and Major Account Management and Consumer Behaviour: An International Review.

Bibliographic information

TitleInternational Marketing: Strategy Planning, Market Entry & Implementation
Kogan Page Series
AuthorsRoger Bennett, Jim Blythe
EditorRoger Bennett
Editionillustrated, reprint
PublisherKogan Page, 2002
ISBN0749438088, 9780749438081
Length362 pages
Subjects ›  › 

Business & Economics / Exports & Imports
Business & Economics / General
Business & Economics / International / General
Business & Economics / International / Marketing
Business & Economics / Sales & Selling / Management
  
Export CitationBiBTeX EndNote RefMan