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International Strategic Marketing: A European Perspective

By J.B. McCall, Marilyn Stone
eBook
$72.99
By J.B. McCall, Marilyn Stone
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As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:

  • marketing information systems
  • marketing research
  • product development
  • pricing issues
  • international promotion
  • distribution channels.

With a strong theoretical framework, this informative text draws out th...

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