International marketing strategy (Pergamon policy studies on business/international trade and finance) -

Hans Birger Thorelli, Helmut Becker

Pergamon Press

1984

423 páginas

14h 6m

ISBN-10: 0080255434

Focusing on multinational corporations, this completely revised collection of readings provides an analytical framework for solving specific marketing problems. The authors, recognized international marketing experts, diagnose the differences and similarities of global market structures and delineate guidelines for planning appropriate marketing strategies. Basing the text on the idea that market structure, marketing strategy, and company performance are interrelated, the authors conclude that harmonizing structure and strategy is the key challenge of international marketing management.

Upper-level undergraduate and graduate business students in marketing and international business will find INTERNATIONAL MARKETING STRATEGY penetrating and thought-provoking.