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International Strategic Marketing: A European Perspective Paperback – Jun 17 2004


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Product Details

  • Paperback: 284 pages
  • Publisher: Routledge; 1 edition (June 17 2004)
  • Language: English
  • ISBN-10: 0415314178
  • ISBN-13: 978-0415314176
  • Product Dimensions: 1.3 x 17.1 x 24.1 cm
  • Shipping Weight: 540 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #3,537,607 in Books (See Top 100 in Books)
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Product Description

Review

'This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. … very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics, Poland

'A well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective.' - Luiz Moutinho, Glasgow University, Poland

About the Author

Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.

Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.


Inside This Book

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First Sentence
This chapter will introduce you to the field of international marketing and, in particular, to the environment within which international marketing decisions are taken. Read the first page
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