International marketing : strategy development and implementation

• Main Author: Solberg, Carl Arthur, (Author)
• Format: eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2018.
• Subjects: mezinárodní marketing; marketingový management; international marketing; marketing management; učebnice vysokých škol; elektronické knihy; textbooks (higher); electronic books
• ISBN: 9781315185026; 9781351732895; 9781138737389
• Physical Description: 1 online zdroj

"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 a...