Strategic International Marketing: Strategy Development and Implementation - Paperback
Strategic International Marketing: Strategy Development and Implementation - Paperback
Details
by Carl Arthur Solberg (Author), Håvard Huse (Author)
Offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise, using the Nine Strategic Windows model. Considers how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly.
Author Biography
Carl Arthur Solberg is a Professor Emeritus of International Marketing at BI Norwegian Business School.
Håvard Huse is Associate Professor in Marketing and Associate Dean of the program in Digital Communications and Marketing at BI Norwegian Business School.
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