International Marketing Strategy: Analysis, Development and Implementation
Cengage Learning EMEA (Verlag)
978-1-4737-7869-6 (ISBN)
Fully updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees. Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship. Alexandra Kenyon is Professor Doctor at University Vitez, Bosnia and Herzegovina and an Associate Professor at Universidad de León, Spain. She was previously a Course Director in Hospitality Management in the School of Events, Tourism and Hospitality at Leeds Beckett University. Alexandra was an FP7 European Commission Expert Evaluator and is on the Editorial Review Board for the Journal of Advertising Research. Alexandra also has knowledge and experience of empirical research and evaluation of matter congruent with the meetings and events industry and social media marketing for MPI Dallas, United States, economic impact studies for the Tour de Yorkshire and social policy research for Leeds City Council of problem and at-risk gamblers following the opening of a large casino in Leeds City Centre.
Part I. Analysis 1
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 1. Directed Study Activity: International marketing planning: analysis
Part II. 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 2. Directed Study Activity: International marketing planning: strategy development
Part III. Implementation
9. International communications
10. The management of international distribution and logistics
11. Pricing for international markets
12. Strategic planning in technology-driven international markets
Part 3. Directed Study Activity: International marketing planning: implementation, control and evaluation
| Erscheinungsdatum | 31.01.2022 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 195 x 260 mm |
| Gewicht | 980 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4737-7869-7 / 1473778697 |
| ISBN-13 | 978-1-4737-7869-6 / 9781473778696 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
