ESCP Europe

Item type

Book

Language

English

Publication year

2016

Edition no.

7th ed.

Contributors

• KENYON, Alexandra

ISBN

978-1-4737-2370-2

"This seventh edition continues to offer a comprehensive insight and accessible coverage of international marketing strategy. Revised and updated, this highly respected and popular textbook has been developed in order to stay up-to-date with the ever changing nature of international marketing; thus helping you learn, understand and practice all the elements of the international marketing strategy process. It recognizes the increasing time pressures of both students and managers and so strives to maintain the readability and clarity of the previous editions, as well as providing a straightforward and logical structure that will enable you to apply your learning to the tasks ahead." - from back cover

PART I 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 1 Directed study activity: international marketing planning: analysis --- PART II 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 2 Directed study activity: international marketing planning: strategy development --- PART III IMPLEMENTATION --- 9. International communications --- 10. The management of international distribution and logistics --- 11. Pricing for international markets --- 12. Technology enabled sustainable international marketing --- Part 3 Directed study activity: international marketing planning: implementation, control and evaluation..