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
Online Access:Click Here to View Status and Holdings.
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Description
Summary: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.
Physical Description:xxvi, 734 pages illustrations 25 cm
Bibliography:Includes bibliographical references and index.
ISBN:0205141374

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