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Del i serien European Management series

Cases in Marketing

Inbunden, Engelska, 1997

AvStig Hartmann

3 539 kr

Tillfälligt slut

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers.

Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis.

Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.

Produktinformation

  • Utgivningsdatum1997-10-17
  • Mått156 x 234 x undefined mm
  • Vikt550 g
  • FormatInbunden
  • SpråkEngelska
  • SerieEuropean Management series
  • Antal sidor224
  • Upplaga1
  • FörlagSAGE Publications
  • ISBN9780761955696

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