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International Marketing : Strategy development and implementation.

Author: Carl Arthur Solberg
Publisher: London : Taylor and Francis, 2017.
Edition/Format:   eBook : Document : English : First editionView all editions and formats
Summary:
"Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic  Read more...
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Details

Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carl Arthur Solberg
ISBN: 9781315185026 1315185024
OCLC Number: 1012652950
Description: 1 online resource : text file, PDF

Abstract:

"Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model. This practical text offers the reader insights into:The globalisation phenomenonPartner relationsAnd Strategic positioning in international markets. Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories."--Provided by publisher.

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