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International marketing - Roger Bennett

9780749413378
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Title
International marketing - strategy, planning, market entry & implementation
Author
Roger Bennett
format
Paperback / softback
Publisher
KoganPage
Language
English
UK Publication Date
19950223

Packed with detailed short cases and up-to-the-minute statistics. this book confront the practical problems facing the international marketer on both a tactical and strategic level, on such issues as:
-- standardization vs. modification of products and promotional campaigns
-- international market research
-- market screening and segmentation
-- promotion policies for industrialized, developing and less developed economies

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Bennett is a researcher and practitioner in the European and international business field.

Type
BOOK
Keyword Index
Export marketing - Management.
Country of Publication
England
Number of Pages
368

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