Strategic International Marketing: An Advanced Perspective

ISBN-13: 9780230580244 / Angielski / Miękka / 2012 / 336 str.

T. C. Melewar

Opis

Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

Spis treści

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.

O autorze

TC MELEWAR is Professor of Marketing and Strategy and Head of Marketing at Brunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, UK, MARA Institute of Technology in Malaysia, Loughborough University, UK, and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France, and Humboldt University, Berlin, Germany, and is also Editor of the Journal of Brand Management.

SURAKSHA GUPTA Holds a Bachelor of Commerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad, India. She currently teaches at Brunel University, UK, and has over 15 years of industry experience, latterly as Director of Systems Research Pvt Ltd in India.

Blurb

Strategic International Marketing collates the most recent ideas, trends and original research to present a truly international approach to the theory and practice of marketing strategy.

Featuring contributions from some of the world's leading international marketing academics and researchers, the book considers in detail the different approaches to planning, organization and marketing in global markets. The book strikes a balance between the 3Cs of global markets (change, challenges and contributions) whilst presenting innovative perspectives on the 7Ps of strategic marketing.

Straightforward language and international case studies throughout make Strategic International Marketing an ideal companion for postgraduates and advanced undergraduates studying international or global marketing.