Overview

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.

Full Product Details

Author:   Isobel Doole ,  Robin Lowe
Publisher:   Cengage Learning EMEA
Imprint:   Cengage Learning EMEA
Edition:   6th Revised edition
Dimensions:   Width: 18.90cm , Height: 2.00cm , Length: 24.60cm
ISBN:  

9781408044070

ISBN 10:   1408044072
Pages:   250
Publication Date:   13 January 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   Temporarily unavailable  
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Table of Contents

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

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