International Marketing Strategy

International Marketing Strategy
X6itgV29TQAC
400
By:"Isobel Doole","Robin Lowe"
"Business & Economics"
Published on 1997 by Cengage Learning EMEA

Chapter 11 \u003cb\u003eExport market\u003c/b\u003e expansion strategy: differences between market \u003cbr\u003e\nconcentration and market spreading Constantine S. Katsikeas and Leonidas C. \u003cbr\u003e\nLeonidou In light of certain important gaps observed in the \u003cb\u003eexport marketing\u003c/b\u003e \u003cbr\u003e\nliterature, ...

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This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework. This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

This Book was ranked 19 by Google Books for keyword export marketing.

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