International Marketing Strategy

Häftad, Engelska, 2012

Av Isobel Doole, Robin Lowe

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"International Marketing Strategy" has been developed to help the reader learn, understand and practice a number of elements of the international marketing strategy process. The process involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option. This edition will continue to provide a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account.

Produktinformation

Utgivningsdatum2012-01-13
Mått189 x 246 x 20 mm
FormatHäftad
SpråkEngelska
Upplaga6
FörlagCengage Learning EMEA
ISBN9781408044070

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TABLE OF CONTENTS PART 1 ANALYSIS 1An introduction to international marketing 2The international trading environment 3Social and cultural considerations in international marketing 4International marketing research and opportunity analysis Part 1 Integrative Learning Activity PART 2 STRATEGY DEVELOPMENT 5International niche marketing strategies for small and medium-sized enterprises (SMEs) 6Global strategies 7Market entry strategies 8International product and service management Part 2 Integrative Learning Activity PART 3 IMPLEMENTATION 9International communications 10The management of international distribution and logistics 11Pricing for international markets 12International marketing implementation through enabling technologies Part 3 Integrative Learning Activity

TABLE OF CONTENTS PART 1 ANALYSIS 1An introduction to international marketing 2The international trading environment 3Social and cultural considerations in international marketing 4International marketing research and opportunity analysis Part 1 Integrative Learning Activity PART 2 STRATEGY DEVELOPMENT 5International niche marketing strategies for small and medium-sized enterprises (SMEs) 6Global strategies 7Market entry strategies 8International product and service management Part 2 Integrative Learning Activity PART 3 IMPLEMENTATION 9International communications 10The management of international distribution and logistics 11Pricing for international markets 12International marketing implementation through enabling technologies Part 3 Integrative Learning Activity