International Marketing: Strategy development and implementation

1st Edition

Carl Arthur Solberg

Routledge
Published December 4, 2017
Textbook - 402 Pages - 79 B/W Illustrations
ISBN 9781138738058 - CAT# Y327312

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Summary

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

This practical text offers the reader insights into:

  • The globalisation phenomenon
  • Partner relations
  • And Strategic positioning in international markets.

Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.

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