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International Marketing: Strategy, Planning, Market Entry, and Implementation, by Roger Bennett
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Packed with detailed short cases and up-to-the-minute statistics. this book confront the practical problems facing the international marketer on both a tactical and strategic level, on such issues as:
-- standardization vs. modification of products and promotional campaigns
-- international market research
-- market screening and segmentation
-- promotion policies for industrialized, developing and less developed economies
- Sales Rank: #11141566 in Books
- Brand: Brand: Kogan Page
- Published on: 1997-02-01
- Original language: English
- Number of items: 1
- Dimensions: 9.17" h x 1.10" w x 6.06" l,
- Binding: Paperback
- 352 pages
- Used Book in Good Condition
From the Back Cover
This book provides invaluable information for marketers wanting to maximize their impact abroad. It analyzes the tactical, operational and strategic issues relevant to every marketer.
About the Author
Bennett is a researcher and practitioner in the European and international business field.
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