International marketing : an SME perspective
著者
書誌事項
International marketing : an SME perspective
Prentice Hall/Financial Times, 2004
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.
"This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere."
Dr. Thomas O' Toole,
Head of School of Business
, Waterford Institute of Technology
Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Other features include:
Real life examples on practical international marketing planning and strategy
Comprehensive coverage of the network perspective to international marketing
Case studies that represent problems and issues confronting managers
International Marketing Highlights in every chapter which provide a forum for classroom and tutorial discussion
Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations
To access the robust ancillary package which includes an Instructor's Manual, Power Point slides, a test item file, additional case studies and two extra chapters on Winning International Projects and Coping with Countertrade, visit www.booksites.net/deBurca.
Dr. Sean de Burca is Professor of Marketing, University College Dublin, Ireland.
Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney.
Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (M*SAT) Group at the University of Technology, Sydney, Australia.
目次
1 The Rationale for International Marketing
2 Appreciating the International Economic and Financial Environment
3 Catering for the Cultural Environment of International Business
4 Avoiding the Pitfalls of the International Political and Legal Environment
5 The Information Technology Environment
6 Researching International Markets
7 International Market Selection and Entry
8 Modifying Products for International Markets
9 Marketing Services Internationally
10 Promotions in International Marketing
11 International Pricing for Profit
12 Effective International Distribution
13 Planning and Strategy for International Marketing
14 Gaining International Competitive Advantage
15 International Competitive Marketing Strategy and Competitive Position
16 Globalisation
17 Relationships, Networks and Strategic Alliances
18 Contemporary Challenges in International Marketing
19 Electronic Commerce in International Marketing
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