International Marketing : Strategy and Management

ISBN-13: 9780415641135 / Angielski / Twarda / 2013 / 310 str.

Colin Gilligan; Martin Hird

Opis

A basic text for international marketing courses, introducing the different elements of the international marketing mix and sets these in context. It discusses the firm's strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing.

Spis treści

List of tables. List of figures. Acknowledgements. Preface. Introduction. 1. The Growth of International Business. Part 1: The International Marketing Environment and Approaches to Opportunity Analysis 2. The International Marketing Environment. 3. International Marketing Research and Opportunity Analysis. Part 2: Market Entry Decisions and Approaches to International Marketing Planning. 4. Market Entry Strategies. 5. International Marketing Planning. Part 3: Developing, Implementing and Controlling the International Marketing Mix. 6. International Product Policies and Strategies. 7. International Pricing Decisions. 8. International Promotional Decisions. 9 International Distribution and Logistical Decisions. 10. Organising for International Marketing. Index.