Title:
International marketing : an SME perspective / Se�an De B�urca, Richard Fletcher, Linden Brown.
Author:
De B�urca, Se�an.
Fletcher, Richard, 1940-
Brown, Linden.
General Notes:
Includes bibliographical references and index.
pt. A. The International marketing environment -- 1. The rationale for international marketing -- 2. Appreciating the international economic and financial environment -- 3. Catering for the cultural environment of international business -- 4. Avoiding the pitfalls of the international political and legal environment -- 5. The information technology environment -- 6. Researching international markets -- pt. B. The international marketing mix -- 7. International market selection and entry -- 8. Modifying products for international markets -- 9. Marketing services internationally -- 10. Promotion in international marketing -- 11. International pricing for profit -- 12. Effective international distribution -- pt. C. International marketing strategy -- 13. Planning and strategy for international marketing -- 14. Gaining international competitive advantage -- 15. International competitive marketing strategies and competitive position -- 16. Globalisation -- 17. Relationships, networks and strategic alliances -- pt. D. Contemporary challenges in international marketing -- 18. Incorporating international trade relations into international marketing -- 19. Electronic commerce in international marketing.
"Geared toward undergraduate and postgraduate students studying international marketing, International Marketing, An SME Perspective blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape."--Jacket.
Publisher:
Financial Times Prentice Hall,
Publication Place:
Harlow :
ISBN:
9780273673231
0273673238
Subject:
Export marketing.
Export marketing.
Marketing.
Internationalit�at.
Contents:
pt. A. The International marketing environment -- 1. The rationale for international marketing -- 2. Appreciating the international economic and financial environment -- 3. Catering for the cultural environment of international business -- 4. Avoiding the pitfalls of the international political and legal environment -- 5. The information technology environment -- 6. Researching international markets -- pt. B. The international marketing mix -- 7. International market selection and entry -- 8. Modifying products for international markets -- 9. Marketing services internationally -- 10. Promotion in international marketing -- 11. International pricing for profit -- 12. Effective international distribution -- pt. C. International marketing strategy -- 13. Planning and strategy for international marketing -- 14. Gaining international competitive advantage -- 15. International competitive marketing strategies and competitive position -- 16. Globalisation -- 17. Relationships, networks and strategic alliances -- pt. D. Contemporary challenges in international marketing -- 18. Incorporating international trade relations into international marketing -- 19. Electronic commerce in international marketing.
Physical Description:
xxxii, 720 pages : illustrations ;
Publication Date:
2004.
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