Statement of responsibility: Isobel Doole, Robin Lowe and Alexandra Kenyon
ISBN: 1473758742, 9781473758742
Intended audience: Specialized.
xxv, 470 p. : ill. ; 26 cm.
Export marketing Management.; Marketing.; Export marketing Management Case studies.
- Part I. Analysis
- An introduction to international marketing
- The world trading environment
- Social and cultural considerations in international marketing
- International marketing research and opportunity analysis—Part II. Strategy development
- International niche marketing strategies for small- and medium-sized enterprises
- Global strategies
- Market entry strategies
- International product and service management—Part III. Implementation
- International communications
- The management of international distribution and logistics
- Pricing for international markets—Strategic planning in technology-driven international markets
- Includes bibliographical references, glossary and index.