Strategic International Marketingcollatesthe most recent ideas, trendsand original research in the theory andpractice of global marketing strategy and tactics. Straightforward language and illustrative case studiesfeature throughout thistext fromthe leading thinkers in the international marketing field.
Introduction; T.C.Melewar & S.Gupta International Branding: Creating Global Brand Equity Through Language; J.C.Usunier & J.Shaner Globalization; S.Onkvisit & J.J.Shaw Setting Prices for Global Markets; R.Mohd Roslin Managerial Challenges in Setting Prices: Price-quality Cues, Role of the Sales Force and Global Issues; J.Hari Managing Brands with Retailers: An International Perspective; M.Glynn The Concept of Place in International Strategic Marketing Decisions; E.Kipnis & A.Broderick International Marketing Communication as the Global Marketing Change Agent; D.E.Schultz The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium; V.Cauberghe & P.De Pelsmacker Development of the International Human Factor: Internal Marketing and Human Resource Management Perspectives; K.Podnar, A.Kohont & Z.Jan?i? An Analysis of the People Dimension in International Marketing; M.R.Czinkota & A.C.Samli Processes: The Way Forward; K.Lindberg-Repo Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; M.J.French & J.W.Cadogan The Dematerialisation of Marketing in a Global Economy; A.Palmer Physical Evidence as an Asset in Nation-brand Equity; K.Dinnie Future Directions in International Marketing: The Decade Ahead; R.Fletcher & T.Chikweche Closing; R.Fletcher.
Accessing your eBook through Kortext
Once purchased, you can view your eBook through the Kortext app, available to download for Windows, Android and iOS devices. Once you have downloaded the app, your eBook will be available on your Kortext digital bookshelf and can even be downloaded to view offline anytime, anywhere, helping you learn without limits.
In addition, you'll have access to Kortext's smart study tools including highlighting, notetaking, copy and paste, and easy reference export.
To download the Kortext app, head to your device's app store or visit https://app.kortext.com to sign up and read through your browser.
NB: eBook is only available for a single-user licence (i.e. not for multiple / networked users).