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Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy. Fully updated and revised, the ninth 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 accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

Boekdetails

Formaat
Paperback / softback
Uitgever
Cengage Learning EMEA
Imprint
Cengage Learning EMEA
Auteur
Isobel Doole (Sheffield Hallam University) || Robin Lowe (Sheffield Hallam University) || Alexandra Kenyon (University Vitez, Bosnia and Herzegovina), Cengage Learning EMEA, Cengage Learning EMEA
ISBN-13
9781473778696
Verschijningsdatum
2022-01-24
Pagina's
496
Editie
9th edition
Afmetingen
195 mm × 20 mm × 260 mm
Gewicht
980 g
Land van herkomst
GB

Paperback / softback

International Marketing Strategy: Analysis, Development and Implementation

door Isobel Doole (Sheffield Hallam University) || Robin Lowe (Sheffield Hallam University) || Alexandra Kenyon (University Vitez, Bosnia and Herzegovina)

€ 92,94
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