International marketing strategy : analysis, development and implementation
Author(s)
Bibliographic Information
International marketing strategy : analysis, development and implementation
South-Western Cengage Learning, c2008
5th ed
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
The fifth edition of this best selling text, International Marketing Strategy, has been revised and updated and, as ever, offers a perceptive, practical and up-to-date look into the ever-changing world of international marketing. All the cases and illustrations have been revised and there is much new material on emerging markets, in particular China, India and Eastern Europe. International Marketing Strategy is arranged into 3 clear parts analysis, strategy development and implementation. This tried and tested structure emphasises the importance of developing the skills, aptitude and awareness needed to make a manager successful in a global and diverse market place.
Table of Contents
PART 1: ANALYSIS 1. An introduction to international marketing 2. The international trading environment 3. Social and cultural considerations on international markets 4. International marketing research and opportunity analysis PART 2: STRATEGY DEVELOPMENT 5. International niche marketing strategies for small and medium-sized businesses 6. Global strategies 7. Market entry strategies 8. International product and service management PART 3: IMPLEMENTATION 9. Internal communications 10. The management of international distribution and logistics 11. Pricing for international markets 12. International marketing implementation through enabling technologies
by "Nielsen BookData"