Syracuse

International marketing in practice : a case study collection / edited by V?eronique Boulocher-Passet.

Livre

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 organisations, thus strengthening their understanding and supporting learning.

Autres documents dans la collection «International cases in business and management.»

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