Description

Book Synopsis

Strategic International Marketing, 2e 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.

Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets. This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly. New international case studies and examples are included throughout to demonstrate how the theory translated into practice.

This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business

Strategic International Marketing

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    A Paperback by Carl Arthur Solberg

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      Publisher: Taylor & Francis Ltd
      Publication Date: Publication Date: 1/3/2024
      ISBN13: 9781032467733, 978-1032467733
      ISBN10: 1032467738
      Also in:
      Sales and marketing management

      Description

      Book Synopsis

      Strategic International Marketing, 2e 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.

      Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets. This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly. New international case studies and examples are included throughout to demonstrate how the theory translated into practice.

      This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business

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