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International Marketing. Strategy development and implementation

Autor:

Editorial: Routledge

Categoria: Publicitat i comunicació organitzacional

Enllaç: https://www.routledge.com/product/isbn/9781138738058?source=igodigital

 

 

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.




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