International Marketing: Strategy Planning, Market Entry & Implementation

Front Cover
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.

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I just read this book. It is a great collection of the basics of international marketing.

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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 a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books.

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