Overview
- Written by professors from IMD a leading international business school with an international reputation for producing highquality case studies
Provides numerous uptodate case studies from companies around the world that demonstrate different marketing management scenarios
Provides both text and cases, plus an accompanying teacher's manual free to adoptors of the book
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Table of contents (4 chapters)
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Introduction To Marketing
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Marketing Decisions: The Five ‘Ps’ 53
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International Marketing: Global Integration Strategy
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International Marketing: Strategy Implementation
Keywords
About this book
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.
About the authors
Bibliographic Information
Book Title: Marketing Management: An International Perspective
Book Subtitle: Case Studies
Editors: Kamran Kashani, Dominique Turpin
DOI: https://doi.org/10.1007/978-1-349-27529-8
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 1999
Edition Number: 1
Number of Pages: XVII, 512
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing