Table of content, preface and Chapter 1 of this book by
Isobel Doole and Robin Lowe. Chapter 1 focuses on the
international marketing environment. The book uses the
SLEPT approach to understanding the complexities of the
environmental influences on international marketing,
thus enabling the reader to acquire an appreciation of
the complexities of marketing on an international basis.
The authors examine what is meant by international
marketing and introduce the reader to the international
market planning process. They also examine the reasons
for success and failure in international marketing
strategies and the characteristics of best international
marketing practice. pdf
