Carl Arthur Solberg
International Marketing: Strategy development and implementation
International Marketing: Strategy development and implementation
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Expanding an organization internationally presents opportunities and challenges as marketing departments seek to understand different buying behaviors, power relations, preferences, loyalties, and norms. International Marketing offers a versatile strategy framework for firms of all sizes, using Carl Arthur Solberg's Nine Strategic Windows model. This practical text provides insights into the globalization phenomenon, partner relations, and strategic positioning in international markets. It also includes case studies and a companion website with additional materials and instructor resources, making it an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management.
\n Format: Paperback / softback
\n Length: 402 pages
\n Publication date: 04 December 2017
\n Publisher: Taylor & Francis Ltd
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Expanding an organization internationally presents both opportunities and challenges as marketing departments seek to understand diverse buying behaviors, power relations, preferences, loyalties, and norms. International Marketing offers a versatile strategy framework for firms of all sizes seeking to internationalize their business, leveraging Carl Arthur Solberg's proven Nine Strategic Windows model. Compact and readable, this practical text provides readers with insights into:
The globalization phenomenon
Partner relations
Strategic positioning in international markets.
Solberg has also developed a brand-new companion website for the text, featuring additional materials and instructor resources. This comprehensive study, complemented by case studies showcasing how the theory translates to practice, serves as an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers seeking to expand their business into new territories.
\n Weight: 732g\n
Dimension: 246 x 174 x 23 (mm)\n
ISBN-13: 9781138738058\n \n
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