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International Strategic Marketing
A European Perspective
Udgivet af Taylor & Francis Ltd
ISBN
9780415314176
Om denne bog
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:marketing information system…
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Bogdetaljer
Forfatter
Marilyn Stone, J.B. McCall
Forlag
Taylor & Francis Ltd
Kategori
International handel
ISBN-13
9780415314176
EAN
9780415314176
Format
Hæftet
Sprog
Engelsk
sider
284
Undertitel
- A European Perspective
Produktbeskrivelse
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:marketing information systemsmarketing researchproduct developmentpricing issuesinternational promotiondistribution channels.With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. Visit the Companion website at www.routledge.com/textbooks/0415314178
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