International Marketing Strategy

Name: International Marketing Strategy
Author: Robin Lowe

Analysis, Development & Implementation

Paperback Engels 2019 9781473758742

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Samenvatting

Fully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

Specificaties

ISBN13:9781473758742

Taal:Engels

Bindwijze:paperback

Uitgever:Cengage Learning EMEA

Druk:8

Verschijningsdatum:15-1-2019

Hoofdrubriek:Reclame en verkoop

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Over Alexandra Kenyon

Alexandra J. Kenyon, Leeds Metropolitan University.

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Inhoudsopgave

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