Kenyon, Alexandra

International Marketing Strategy: Analysis, Development and Implementation

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ISBN 13:
9781473778696
author:
Kenyon, Alexandra
format:
Paperback / softback
publisher:
Cengage Learning EMEA
language:
English
Publication Year:
2022
Pages:
496
Dimensions:
26 x 19.5 x 2 centimetres (1.01
Genre:
Business, Sales, General,
Condition:
New
Availability:
Item usually sent within 10 working days
£80.92

Description

Understanding the complexities of international marketing has never been more crucial. Major global events have significantly impacted trade, and staying up-to-date with environmental issues, politics, economics, and more is essential.

The ninth edition of this popular textbook reflects the changing focus of international marketing, ensuring students are fully equipped to navigate the challenges posed by new patterns of development in global markets. It provides accessible content from around the world, including newly emerging economies, as well as explanations of increasingly global risks and the role of digital developments.

With an exciting range of features, including management challenges, illustrations, and contemporary case studies, this textbook guides students through the complexities of international marketing in a rapidly changing environment.

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