eBook International Marketing (RLE International Business): Strategy and Management, 1st Edition

  • Published By:
  • ISBN-10: 1135133875
  • ISBN-13: 9781135133870
  • DDC: 658.848
  • Grade Level Range: College Freshman - College Senior
  • 4 Pages | eBook
  • Original Copyright 2013 | Published/Released February 2015
  • This publication's content originally published in print form: 2013
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Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: How far can it be standardised internationally or in a research-based cluster of countries?’ Research, planning and organisation problems receive particular attention. A whole chapter is devoted to Creativity and Innovation’ on a global scale.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
List of Tables.
List of Figures.
Other Frontmatter.
1: Introduction.
2: The Growth of International Business.
3: The International Marketing Environment and Approaches to Opportunity Analysis.
4: The International Marketing Environment.
5: International Market Research and Opportunity Analysis.
6: Market Entry Decisions and Approaches to International Marketing Planning.
7: Market Entry Strategies.
8: International Marketing Planning.
9: Developing, Implementing and Controlling the International Marketing Mix.
10: International Product Policies and Strategies.
11: International Pricing Decisions.
12: International Promotional Decisions.
13: International Distribution and Logistical Decisions.
14: Organising for International Marketing.