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International Marketing

International Marketing - 04 edition

ISBN13: 978-0273673231

Cover of International Marketing 04 (ISBN 978-0273673231)
ISBN13: 978-0273673231
ISBN10: 0273673238
Cover type: Paperback
Edition/Copyright: 04
Publisher: Prentice Hall, Inc.
Published: 2004
International: No

List price: $137.50

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International Marketing - 04 edition

ISBN13: 978-0273673231

Sean De Burca, Linden Brown and Richard Fletcher

ISBN13: 978-0273673231
ISBN10: 0273673238
Cover type: Paperback
Edition/Copyright: 04
Publisher: Prentice Hall, Inc.

Published: 2004
International: No
Summary

Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies; therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.

Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the national marketing landscape.

Features

  • Real life examples on practical international marketing planning and strategy.
  • Comprehensive coverage of the network perspective to international marketing.
  • Case studies that represent problems and issues confronting managers.
  • International Marketing Highlights in every chapter, which provides a forum for classroom and tutorial discussion.
  • Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations.

Table of Contents

1. The Rationale for International Marketing.

2. Appreciating the International Economic and Financial Environment.

3. Catering for the Cultural Environment of International Business.

4. Avoiding the Pitfalls of the International Political and Legal Environment.

5. The Information Technology Environment.

6. Researching International Markers.

7. International Market Selection and Entry.

8. Modifying Products for International Markets.

9. Marketing Services Internationally.

10. Promotions in International Marketing.

11. International Pricing for Profit.

12. Effective International Distribution.

13. Planning and Strategy for International Marketing.

14. Gaining International Competitive Advantage.

15. International Competitive Marketing Strategy and Competitive Position.

16. Globalization.

17. Relationships, Networks and Strategic Alliances.

18. Contemporary Challenges in International Marketing.

19. Electronic Commerce in International Marketing.

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