International Marketing Notes
Benefit to buyer - very concise, sourced from a variety of readings, easy to interpret
Note taking style - short, accurate bullet points, topic by topic
Content - Introduction to Marketing, Profiling, Consumer Motivation, The Marketing Mix (4Ps), Loyalty and Retention, Global Marketing
Includes analysis of the following academic commentators:
Webster Jr. and Co.
Brassington and Petit
Kotler and Singh
Peter and Olson
Baines and Co.
Anderson and Co.
Kotler and Keller
Anderson and Co.
Skouras and Co.
Kotler and Armstrong
Hand, Riley and Co.
Kumar and Reinartz: Designing Loyalty Programmes
West, Ford, Ibrahim: Relationship Strategies
Dowling and Uncles
Usunier and Lee (Intercultural Marketing Strategy)
Lee and Carter (Product and Brand Management)
Dawar and Chattopadhyay
|Institution||London School Of Economics (unaffiliated)|
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Total Page Count: 44
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