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International Marketing

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International Marketing Synopsis

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. Compact and readable, this practical text offers the reader insights into: The globalisation phenomenon Partner relations And 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, complete with case studies that demonstrate how the theory translates to practice, 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.

About This Edition

ISBN: 9781138738058
Publication date: 4th December 2017
Author: Carl Arthur Solberg
Publisher: Routledge an imprint of Taylor & Francis Ltd
Format: Paperback
Pagination: 402 pages
Genres: Economics
International business
Sales and marketing
Sales and marketing management