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Offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise, using the Nine Strategic Windows model. Considers how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly.
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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
" An interesting and comprehensive volume to deep dive in the subject of International Marketing. A singular resource for both present and aspiring marketing leaders, offering both theoretical insights and practical examples to help them effectively navigate international markets. This is a book that cannot be missed!" - Alessandro Inversini, (Dr.) Associate Professor of Marketing, EHL - Hospitality Business School
"This is a book which sets itself apart from many of the textbooks on International marketing in that the authors have blended and integrated theory and practice in the area of international business. The authors have shown they have a comprehensive understanding and knowledge of the theories and debates in international marketing which present the alternative concepts which have been developed over time. This is invaluable for students and managers covering the macro perspective and the firm level processes and decisions. It is rare, for example to see a systematic screening method for market screening which can be used for assignments and for managers to apply to their business. The book connects the external environment to the internal resources and strategic positions of firms. The book is nuanced and takes a contingency approach avoiding generalised prescriptions. The work is full of examples and cases which illustrate and apply the theory. It is well written and engages the readers interest in the discussion and style. The authors also have shown their extensive experience of the practice of international marketing. I highly recommend this book." - Keith J. Perks, University of Brighton
"This is a book which sets itself apart from many of the textbooks on International marketing in that the authors have blended and integrated theory and practice in the area of international business. The authors have shown they have a comprehensive understanding and knowledge of the theories and debates in international marketing which present the alternative concepts which have been developed over time. This is invaluable for students and managers covering the macro perspective and the firm level processes and decisions. It is rare, for example to see a systematic screening method for market screening which can be used for assignments and for managers to apply to their business. The book connects the external environment to the internal resources and strategic positions of firms. The book is nuanced and takes a contingency approach avoiding generalised prescriptions. The work is full of examples and cases which illustrate and apply the theory. It is well written and engages the readers interest in the discussion and style. The authors also have shown their extensive experience of the practice of international marketing. I highly recommend this book." - Keith J. Perks, University of Brighton