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Marketing Management: An International Perspective

  • Editors
  • Kamran Kashani
  • Dominique Turpin
Textbook

Part of the International Marketing Series book series

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Introduction To Marketing

    1. Kamran Kashani, Dominique Turpin
      Pages 1-52
  3. Marketing Decisions: The Five ‘Ps’ 53

    1. Kamran Kashani, Dominique Turpin
      Pages 53-353
  4. International Marketing: Global Integration Strategy

    1. Kamran Kashani, Dominique Turpin
      Pages 355-422
  5. International Marketing: Strategy Implementation

    1. Kamran Kashani, Dominique Turpin
      Pages 425-487

About this book

Introduction

Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level.
Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.

Keywords

brand communication Distribution international marketing marketing marketing management pricing reputation

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-349-27529-8
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 1999
  • Publisher Name Palgrave, London
  • Print ISBN 978-0-333-75008-7
  • Online ISBN 978-1-349-27529-8
  • Buy this book on publisher's site