Global marketing management a strategic perspective

Global marketing management a strategic perspective

Emphasizes the importance of developing overseas marketing strategies within a global, strategic planning framework. The authors discuss how the domestic and international marketing effort must be responsive to market needs, yet be guided by and support the companies corporate strategies.

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Bibliographic Details
Main Authors: Toyne, Brian (Author), Walters, Peter George Pakenham 1946- (Author)
Format: Book
Published: Boston Allyn and Bacon 1993
©1993
Edition:Second edition
Subjects:
International business enterprises > Management
Export marketing > Management
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