This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing
Designed to align with the latest CIM syllabus, this coursebook aids students in grasping the complexities of marketing. It features discussions and practical applications of theories, enriched with relevant examples and case studies. This approach enables readers to immediately apply the knowledge and skills acquired from their qualifications, enhancing their understanding and practical expertise in the field of marketing.
The focus of this text is on strategic marketing decision making in a global context.
Analysis, Development and Implementation
This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.
International Marketing Strategy has been developed to help the reader learn, understand and practice a number of elements of the international marketing strategy process. The process involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option. This edition will continue to provide a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account.