International Strategic Marketing
A European Perspective
Résumé
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice.
With a strong theoretical framework, this text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. With cases such as the banana, grain and steel trade disputes with the US and World Trade Organisation (WTO), the authors examine and evaluate the real contribution the EU makes to world trade, while also considering the challenges of global cultural diversity as marketers learn to work across cultural borders.
Other topics covered include:
- Marketing information systems
- Marketing research
- Product development
- Pricing issues
- Promotion
- Distribution channels
- Planning
L'auteur - Marilyn Stone
Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.
L'auteur - J.B. McCall
J.B. (Ian) McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.
Sommaire
- Introduction to International Marketing
- Framework for International Marketing
- European Marketing
- International Marketing Information Systems: Marketing research
- International Product Development
- Pricing in the International Environment
- International Promotion
- International Channels of Distribution
- International Marketing Planning and Implementation
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Routledge |
| Auteur(s) | Marilyn Stone, J.B. McCall |
| Parution | 05/05/2004 |
| Nb. de pages | 262 |
| Format | 17,5 x 24,5 |
| Couverture | Broché |
| Poids | 575g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780415314176 |
| ISBN13 | 978-0-415-31417-6 |
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