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International marketing strategy : analysis, development and implementation /

By: Doole, Isobel.
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 | MarketingDDC classification: 658.84
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.84 DOO (Browse shelf(Opens below)) 1 Available M026882
Total holds: 0

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.

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