Alexandra Kenyon, Robin Lowe, Isobel Doole

International Marketing Strategy

Analysis, Development and Implementation

• Broschiertes Buch

Produktbeschreibung

Now in its seventh edition, this popular textbook has been developed to help students learn, understand and practice all of the elements of the international marketing strategy process. The seventh edition has been fully updated to reflect the key developments in international marketing as well as maintaining the international coverage in the case studies and illustrations.

Produktdetails

• Verlag: Cengage Learning EMEA
• 7. Aufl.
• Erscheinungstermin: 23. November 2016
• Englisch
• Abmessung: 261mm x 196mm x 14mm
• Gewicht: 848g
• ISBN-13: 9781473723702
• ISBN-10: 1473723701
• Artikelnr.: 44533988

Autorenporträt

Doole, Isobel
Isobel Doole Emeritus Professor of International Marketing at Sheffield Hallam University, UK and previously Dean of Sheffield Business School, Sheffield Hallam University, UK. .

Inhaltsangabe

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