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International Marketing Strategy: Analysis, Development and Implementation
£50.99

INTERNATIONAL MARKETING STRATEGY: ANALYSIS, DEVELOPMENT AND IMPLEMENTATION

PAPERBACK BY KENYON, DR. ALEXANDRA; LOWE, ROBIN; DOOLE, ISOBEL

£50.99

ISBN
9781473723702
IMPRINT
CENGAGE LEARNING EMEA
 
 
EDITION
7TH EDITION
PUBLISHER
CENGAGE LEARNING EMEA
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
491 pages
PUBLICATION DATE
29 JAN 2016

DESCRIPTION

Now in its seventh edition, this popular textbook has been developed to help students learn, understand and practice all of the elements of the international marketing strategy process. The seventh edition has been fully updated to reflect the key developments in international marketing as well as maintaining the international coverage in the case studies and illustrations.

CONTENTS

Part 1 Analysis 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 2 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 3 Implementation 9.International Communications 10.The Management of International Distribution and Logistics 11.Pricing for International Markets 12.Technology Enabled Sustainable International Marketing