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Marketing Strategy & Strategic Marketing 


International Marketing Strategy - Analysis, Development and Implementation Table of content, preface and Chapter 1 of this book by Isobel Doole and Robin Lowe. Chapter 1 focuses on the international marketing environment. The book uses the SLEPT approach to understanding the complexities of the environmental influences on international marketing, thus enabling the reader to acquire an appreciation of the complexities of marketing on an international basis. The authors examine what is meant by international marketing and introduce the reader to the international market planning process. They also examine the reasons for success and failure in international marketing strategies and the characteristics of best international marketing practice. pdf

This book at International Marketing Strategy: Analysis, Development and Implementation  





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Status: 27. Februar 2013