International marketing strategy : analysis, development and implementation /
By: Doole, Isobel
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Contributor(s): Lowe, Robin.
Publisher: London : South-Western, 2008Edition: 5th ed.Description: xxiii, 462 p. : ill., col. plates ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1844807630 (pbk); 9781844807635:; 9781844807635.Subject(s): Export marketing -- Management -- Case studies | Export marketing -- Management | Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.84 DOO (Browse shelf(Opens below)) | 1 | Available | M026882 |
Includes bibliographical references and index.
Pt. 1. Analysis -- 1. An introduction to international marketing -- 2. The international trading environment -- 3. Social and cultural considerations in international marketing -- 4. International marketing research and opportunity analysis -- Pt. 2. 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 -- Pt. 3. Implementation -- 9. International communications -- 10. The management of international distribution and logistics -- 11. Pricing for international markets -- 12. International marketing implementation through enabling technologies.
This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.