International Marketing Strategy

Analysis, Development and Implementation

Isobel Doole, Robin Lowe

445 pages, parution le 21/04/2004 (4^eme édition)

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Résumé

Building on the success of International Marketing Strategy, the fourth edition continues to offer an invaluable insight into the world of global marketing. The new edrtion has been thoroughly revised and updated and provides a comprehensive and user-friendly introduction to the subject.

As in previous editions the text is divided into three main subject areas - analysis, strategy development and implementation. In each of these areas the text stresses the importance of building the skills, aptitudes and abilities of managers to compete effectively in the global market place.

Inclusion of Learning Objectives at the beginning of each chapter
New chapter on International Marketing Implementation through enabling technologies
Integrative Learning Activity included at the end of each part which ties together the chapters within each part. They provide a framework for planning an international marketing strategy
International Cases included at the end of each chapter with accompanying questions
Illustrations and Dilemmas from around the world have all been updated and have accompanying questions to discuss in tutorials or for private use
Enhanced coverage of ethical issues within the chapter on social and cultural issues as well as throughout the text

International Marketing Strategy is suitable for all students at undergraduate, postgraduate and MBA levels. It also has a fully supported accompanying website that can be found at www.thomsonlearning.co.uk which enables students and lecturers to explore the subject further.

Sommaire

Part 1: Analysis
- An Introduction to International Marketing
- The International Trading Environment
- Social and Cultural Considerations in international marketing
- International Marketing Research and Opportunity Analysis
Part 2: Development
- International Niche Marketing Strategies for Small and Medium-sized Firms
- Globalisation
- Market Entry Strategies
Part 3: Approaches to Implementation
- International product Management
- International Communications and Internet Marketing
- The Management of International Distribution and Logistics
- Pricing for International Markets
- Enabling Technologies for International Marketing
- Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Isobel Doole, Robin Lowe
Parution	21/04/2004
Édition	4^eme édition
Nb. de pages	445
Format	21,5 x 27,5
Couverture	Broché
Poids	1015g
Intérieur	Quadri
EAN13	9781844800254
ISBN13	978-1-84480-025-4