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International Marketing Strategy: Contemporary Readings (Paperback)

by Isobel Doole (Author), Robin Lowe (Author) "Two apparently contradictory trends emerge from recent developments in marketing thinking - global marketing and individual, or one-to-one, marketing ..." (more)

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Product details

Paperback: 256 pages
Publisher: Thomson Learning (19 Dec 1996)
Language English
ISBN-10: 1861522339
ISBN-13: 978-1861522337
Product Dimensions: 23.2 x 15.6 x 2.4 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)

Amazon.co.uk Sales Rank: 780,750 in Books (See Bestsellers in Books)

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First Sentence
Two apparently contradictory trends emerge from recent developments in marketing thinking - global marketing and individual, or one-to-one, marketing. Read the first page

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6 of 6 people found the following review helpful:

5.0 out of 5 stars a highly interesting and stimulating textbook, 10 Oct 2000

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Really good for MBA students, managers and CIM diploma students A clear easy to read text with lots of international and global examples. It has its own web page with hotlinks to the companies used in all their case studies and illustrations

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