Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations. "This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere." Dr. Thomas O' Toole, Head of School of Business , Waterford Institute of Technology Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Other features include: * Real life examples on practical international marketing planning and strategy * Comprehensive coverage of the network perspective to international marketing * Case studies that represent problems and issues confronting managers * International Marketing Highlights in every chapter which provide a forum for classroom and tutorial discussion * Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations To access the robust ancillary package which includes an Instructor's Manual, Power Point slides, a test item file, additional case studies and two extra chapters on Winning International Projects and Coping with Countertrade, visit www.booksites.net/deBurca. Dr. Sean de Burca is Professor of Marketing, University College Dublin, Ireland. Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney. Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (M*SAT) Group at the University of Technology, Sydney, Australia.
1 The Rationale for International Marketing 2 Appreciating the International Economic and Financial Environment 3 Catering for the Cultural Environment of International Business 4 Avoiding the Pitfalls of the International Political and Legal Environment 5 The Information Technology Environment 6 Researching International Markets 7 International Market Selection and Entry 8 Modifying Products for International Markets 9 Marketing Services Internationally 10 Promotions in International Marketing 11 International Pricing for Profit 12 Effective International Distribution 13 Planning and Strategy for International Marketing 14 Gaining International Competitive Advantage 15 International Competitive Marketing Strategy and Competitive Position 16 Globalisation 17 Relationships, Networks and Strategic Alliances 18 Contemporary Challenges in International Marketing 19 Electronic Commerce in International Marketing
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- ID: 9780273673231
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