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International marketing strategy: analysis, development and implementation

International marketing strategy: analysis, development and implementation

Doole, Isobel; Kenyon, Alexandra; Lowe, Robin

Paperback, Book. English.
8th.
Published Hampshire: Cengage, 2019
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Details

Statement of responsibility: Isobel Doole, Robin Lowe and Alexandra Kenyon
ISBN: 1473758742, 9781473758742
Intended audience: Specialized.
Physical Description: xxv, 470 p. : ill. ; 26 cm.
Subject: Export marketing Management.; Marketing.; Export marketing Management Case studies.

Contents

  1. Part I. Analysis
  2. An introduction to international marketing
  3. The world trading environment
  4. Social and cultural considerations in international marketing
  5. International marketing research and opportunity analysis—Part II. Strategy development
  6. International niche marketing strategies for small- and medium-sized enterprises
  7. Global strategies
  8. Market entry strategies
  9. International product and service management—Part III. Implementation
  10. International communications
  11. The management of international distribution and logistics
  12. Pricing for international markets—Strategic planning in technology-driven international markets
  13. Includes bibliographical references, glossary and index.