Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and p...
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Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and practice all of the elements of the international marketing strategy process. The main ethos of the text is that a fundamental element of international marketing is the development of competitive international marketing strategies which build upon, leverage and advance an organization's competitive position across the globe. The sixth edition has been completely updated to reflect all key new developments in international marketing, whilst also significantly expanding the international coverage reflecting Europe, the Middle East, Africa and Asia. This textbook is autopackaged with Coursemate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.
Autorentext Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.
Inhalt PART 1 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 analysis PART 2 STRATEGY DEVELOPMENT 5 International niche marketing strategies for small and medium-sized enterprises (SMEs) 6 Global strategies 7 Market entry strategies 8 International product and service management PART 3 IMPLEMENTATION 9 International communications 10 The management of international distribution and logistics 11 Pricing for international markets 12 International marketing implementation through enabling technologies