International Marketing Strategy [antikvár]

Foreword There are a few complex things in life - and one of these is Global Marketing. Change is a well-worn word, but never more apt when applied to today's global markets. Change coupled with complexity is a heady combination requiring careful analysis, integrative action and appropriate monitoring. Planning and entering global markets or adjusting existing strategies requires up to date knowledge, special management skills and astute implementation, whatever the product or service. With ever evolving markets and technologies, new economic or trading blocks emerging almost daily and traditional 'banker' markets experiencing severe difficulties the global marketer's knowledge and skills are being constantly challenged. This second, thoroughly updated edition of the best-selling textbook International Marketing Strategy, has been written to help provide the student or professional with precisely the required concepts, knowledge and skills to meet the challenge. It has addressed many of the newly emerging developments in International and Global Marketing and it is thoroughly recommended for students and professionals alike as well as essential reading for those undertaking the CIM qualification. Dr Steve Carter Senior Examiner International Marketing Chartered Institute of Marketing