International Marketing (RLE International Business): A Strategic Approach to World Markets, 1st Edition

  • Published By:
  • ISBN-10: 1135133662
  • ISBN-13: 9781135133665
  • DDC: 658.848
  • Grade Level Range: College Freshman - College Senior
  • 4 Pages | eBook
  • Original Copyright 2013 | Published/Released September 2015
  • This publication's content originally published in print form: 2013

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This book is a basic text for international marketing courses. It introduces 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.

Table of Contents

Front Cover._x000D_
Half Title Page._x000D_
Title Page._x000D_
Copyright Page._x000D_
Preface to the Revised Edition._x000D_
1: The Path Towards Internationalisation._x000D_
2: The Organisation of the International Firm—A Conceptual Framework._x000D_
3: Marketing Ecology in International Business._x000D_
4: Market Segmentation on a Global Scale._x000D_
5: Researching International Markets._x000D_
6: Product Policies for World Markets._x000D_
7: Pricing in World Markets._x000D_
8: Distribution Decisions in International Marketing._x000D_
9: Communication Strategies in World Markets._x000D_
10: Marketing Planning on an International Scale._x000D_
11: The Application of the ‘Business Portfolio’ Concept to International Marketing Decisions._x000D_
12: Organising for International Marketing._x000D_
13: Creativity and Innovation in International Marketing._x000D_
Introductory Note to the Cases and their Use._x000D_
Alimentation Générale SA._x000D_
Scales Industries Inc.._x000D_
Decrolux Limited._x000D_
KLM Royal Dutch Airlines—Air Cargo._x000D_
Medi-Systems International Inc. (M.S.I.)._x000D_
Pioneer International Limited._x000D_