Overview
- Written by professors from IMD a leading international business school with an international reputation for producing highquality case studies
Provides numerous uptodate case studies from companies around the world that demonstrate different marketing management scenarios
Provides both text and cases, plus an accompanying teacher's manual free to adoptors of the book
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Table of contents (4 chapters)
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Introduction To Marketing
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Marketing Decisions: The Five ‘Ps’ 53
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International Marketing: Global Integration Strategy
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International Marketing: Strategy Implementation
Keywords
About this book
Marketing Management: An International Perspective brings together over twenty real-life case studies of marketing management issues faced by leading international companies from around the world. Including cases from America, Asia and Europe, this collection is an ideal supplement to both marketing management or international marketing courses at both undergraduate and MBA level.
Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.
Written by professors at IMD, one of the leading international business schools with a reputation for writing top-quality cases, this text is an invaluable resource for students of business and marketing. Providing both text and cases, the book is supported by a Tutor's Guide, based on the authors' own teaching experience, which provides a roadmap and guidance on how to best use each case.
About the authors
KAMRAN KASHANI and DOMINIQUE TURPIN are both Professors of Marketing at IMD (International Institute for Management Development, Switzerland.)
Bibliographic Information
Book Title: Marketing Management: An International Perspective
Book Subtitle: Case Studies
Editors: Kamran Kashani, Dominique Turpin
DOI: https://doi.org/10.1007/978-1-349-27529-8
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 1999
Edition Number: 1
Number of Pages: XVII, 512
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing