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International Strategic Marketing (A European Perspective)
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$72.99
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Product Details
Author:
J.B. McCall, Marilyn Stone
Format:
Paperback
Pages:
284
Publisher:
Taylor & Francis (April 15, 2004)
Language:
English
ISBN-13:
9780415314176
ISBN-10:
0415314178
Weight:
18.75oz
Dimensions:
6.875" x 9.6875"
File:
TAYLORFRANCIS-TayFran_260326053103677-20260326.xml
Folder:
TAYLORFRANCIS
List Price:
$72.99
Case Pack:
24
As low as:
$69.34
Publisher Identifier:
P-CRC
Discount Code:
H
Pub Discount:
30
Audience:
College/higher education
Country of Origin:
United States
Imprint:
Routledge
Overview
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:
- marketing information systems
- marketing research
- product development
- pricing issues
- international promotion
- distribution channels.
With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike.
Visit the Companion website at www.routledge.com/textbooks/0415314178
