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International Marketing Strategy

International Marketing Strategy

by Isobel Doole (Author), Robin Lowe (Author)

  • Used

    Paperback 2012

    $5.57
Synopsis

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.

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More Information

Format: Paperback
 Pages: 250
 Edition: 6
 Publisher: Cengage Learning Emea
Published: 13 Jan 2012
ISBN 10: 1408044072
ISBN 13: 9781408044070

Media Reviews
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