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Week Two
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RCBC: Week Two
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Required Assigned Reading(s)
Click on the title to connect to the full text
Global marketing management
by
Sherlekar, S. A.
Publication Date: 2010
ebrary
Guidelines for Developing International Marketing Strategies.
by
Wind, Yoram; Douglas, Susan P.; Perlmutter, Howard V
Publication Date: Journal of Marketing. Vol. 37 1973, pp 14-23.
International marketing research
by
Robson, Matthew J.
Publication Date: Strategic Direction 2005, 21(6), p. 30-33
A review of recent academic literature on the subject.
Recession marketing: Case study - Starbucks
by
Anonymous
Brand Strategy (Mar 7, 2008): 26.
Supplemental Reading(s)
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Developing a Marketing Plan
by
The U.S. Small Business Administration
http://www.sba.gov/content/developing-marketing-plan
A Taxonomy of Born-Global Firms
by
Knight, Gary A. and Cavusgil, S. Tamer
Management International Review 45(3), pp. 15-35 2005
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