International Marketing Strategy: Analysis, Development and Implementation
Robin Lowe author Isobel Doole author Alexandra Kenyon author
Format:Paperback
Publisher:Cengage Learning EMEA
Published:24th Jan '22
Should be back in stock very soon
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.
ISBN: 9781473778696
Dimensions: 260mm x 195mm x 20mm
Weight: 980g
496 pages
9th edition