International Marketing and Relationships (Profitable marketing relationships series)
By: Colin Egan (author), Sue Bridgewater (author)Paperback
2 - 4 weeks availability
This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students. Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,. Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.
SUSAN BRIDGEWATER is a lecturer in Marketing and Strategic Management at Warwick Business School, University of Warwick. COLIN EGAN is Professor of Strategic Management at Leicester Business School, De Montfort University.
Introduction Review of Traditional, Relationship and Network Perspectives of Marketing THE ENVIRONMENT OF INTERNATIONAL MARKETING The Global Economy Geopolitical Context Socio-Cultural Context Technological Context FOCUS ON DIFFERENT REGIONS Triad Nations Emerging Markets Less Developed Countries INTERNATIONAL MARKETING STRATEGIES International Marketing Strategies Assessing Market Attractiveness INTERNATIONAL MARKETING MIX Produce and Service Price Place Promotion IMPLEMENTATION International Marketing Organisation Creating Organisational Advantage for Global Success
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- ID: 9780333733783
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