International Marketing Strategy

International Marketing Strategy sets out the context, techniques and strategies involved in successful international marketing. With short case illustrations, highly illustrative case studies, summaries and discussion questions, students will find this text most useful, relevant and contemporary.

International Marketing Strategy provides a good balance of the theory and implementation behind international marketing. Rigorous in its structure yet easy to use, it adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it breaks across national boundaries presenting a truly international vision of marketing strategy.

Contents

Part I : Analysis
1. An Introduction to international Marketing
2. The International Trading Environment
3. Social and Cultural Considerations in International Marketing
4.International Marketing Research and Opportunity Analisis

Part II : Development
5. International Marketing Planning and Organisation
6. International Niche Marketing Startegies for Small and Medium-sized Firms (SMEs)
7. Globalisation
8. Market Entry Strategies
9. International Product Managment
10. International Communications and Internet Marketing
11. The Managment of International Distribution and Logistics
12. Pricing for International Markets

Index