eBook - ePub

International Marketing in Practice

Name: International Marketing in Practice
ISBN: 9781040382516

A Case Study Collection

Véronique Boulocher-Passet,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

International Marketing in Practice

A Case Study Collection

Véronique Boulocher-Passet,

About this book

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which markets to enter, identifying appropriate modes of entry, successfully adapting their marketing mix for these markets, and leveraging a country-of-origin strategy. The book showcases 11 unique and international case studies grounded in the experiences of real companies of varying sizes, operating in a range of industries. Each case features a case synopsis, learning objectives, a concise narrative, along with stimulating discussion questions for individual cases as well as each section. These compact case studies will enable students to apply concepts to situations in other organizations, thus strengthening their understanding and supporting learning.

This exciting new text is designed as recommended reading on undergraduate and postgraduate International Marketing and International Business courses.

For instructors who teach with the cases, there are accompanying teaching notes available online.

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Yes, you can access International Marketing in Practice by Véronique Boulocher-Passet in PDF and/or ePUB format, as well as other popular books in Business & International Business. We have over one million books available in our catalogue for you to explore.