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International Strategic Marketing

A European Perspective

International Strategic Marketing by J.B. McCall
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As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:

  • marketing information systems
  • marketing research
  • product development
  • pricing issues
  • international promotion
  • distribution channels.

With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. 

Visit the Companion website at www.routledge.com/textbooks/0415314178

Taylor and Francis; July 2004
283 pages; ISBN 9781134494095
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Title: International Strategic Marketing
Author: J.B. McCall; Marilyn Stone
 
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ISBNs
0203499522
9780203499528
9780415314169
9781134494095
9781134494101