International Marketing Strategy - pr_314175

International Marketing Strategy

Analysis, Development & Implementation

By Robin Lowe, Alexandra Kenyon, Isobel Doole



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Fully updated and revised, the eighth 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 students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

Product code: 9781473758742

ISBN 9781473758742
Dimensions (HxWxD in mm) H260xW195xS15
Publisher Cengage Learning EMEA
Edition 8th edition