- Item type
- Book
- Language
- anglais
- Pages
- xxv, 440 p. : col. ill.
- Edition
- 6th ed.
- Publication year
- 2012
- ISBN
- 978-1-4080-4407-0
- Content notes
- PART 1 ANALYSIS --- 1 An introduction to international marketing --- 2 The world trading environment --- 3 Social and cultural considerations in international marketing --- 4 International marketing research and opportunity analysis --- PART 2 STRATEGY DEVELOPMENT --- 5 International niche marketing strategies for small and medium-sized enterprises --- 6 Global strategies --- 7 Market entry strategies --- 8 International product and service management --- PART 3 IMPLEMENTATION --- 9 International communications --- 10 The management of international distribution and logistics --- 11 Pricing for international markets --- 12 Technology enabled sustainable international marketing.
"Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and practice all of the elements of the international marketing strategy process. The main ethos of the text is that a fundamental element of international marketing is the development of competitive international marketing strategies which build upon, leverage and advance an organization's competitive position across the globe.
The sixth edition has been completely updated to reflect all key new developments in international marketing, whilst also significantly expanding the international coverage reflecting Europe, the Middle East, Africa and Asia." - from back cover.
PART 1 ANALYSIS --- 1 An introduction to international marketing --- 2 The world trading environment --- 3 Social and cultural considerations in international marketing --- 4 International marketing research and opportunity analysis --- PART 2 STRATEGY DEVELOPMENT --- 5 International niche marketing strategies for small and medium-sized enterprises --- 6 Global strategies --- 7 Market entry strategies --- 8 International product and service management --- PART 3 IMPLEMENTATION --- 9 International communications --- 10 The management of international distribution and logistics --- 11 Pricing for international markets --- 12 Technology enabled sustainable international marketing..
