Strategic International Marketing: An Advanced Perspective (BOK)
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Strategic International Marketing collates the most recent ideas, trends and original research to present a truly international approach to the theory and practice of marketing strategy. Featuring contributions from some of the world's leading international marketing academics and researchers, the book considers in detail the different approaches to planning, organization and marketing in global markets. The book strikes a balance between the 3Cs of global markets (change, challenges and contributions) whilst presenting innovative perspectives on the 7Ps of strategic marketing. Straightforward language and international case studies throughout make Strategic International Marketing an ideal companion for postgraduates and advanced undergraduates studying international or global marketing.