Robin Lowe Ordre des livres

The focus of this text is on strategic marketing decision making in a global context.

This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.

International Marketing Strategy has been developed to help the reader learn, understand and practice a number of elements of the international marketing strategy process. The process involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option. This edition will continue to provide a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account.

The need for a more conscious, focused and proactive approach to the management of health-care organizations has increased substantially