by Peter Doyle, Norman A. Hart · Butterworth-Heinemann Ltd · tapa blanda · ISBN 9780434903702
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«Case Studies in International Marketing» is a book of international marketing cases edited by Peter Doyle and Norman A. Hart (Heinemann, paperback).
The volume brings together practical international marketing cases focused on export, with examples from the UK and Europe. It examines how companies plan entry into foreign markets, segment customers, adapt products, and organise distribution and communication, paying attention to the real challenges of cross-border trade.
Originally published in 1982 by Butterworth-Heinemann Ltd, in English, with 391 pages. Volume edited in collaboration with the CAM Foundation and the Institute of Marketing.
Aimed at university students and marketing and commercial management professionals who want to analyse real internationalisation cases.
