International Strategic Marketing: A European Perspective
J.B. McCall, Marilyn Stone
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include: marketing information systems marketing research product development pricing issues international promotion distribution channels. With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. Visit the Companion website at www.routledge.com/textbooks/0415314178
年:
2004
出版:
1
出版社:
Routledge
语言:
english
页:
288
ISBN 10:
0415314178
ISBN 13:
9780415314176
文件:
PDF, 1.13 MB
IPFS:
,
english, 2004