戦略的国際マーケティング International Marketing Strategy : An Advanced Perspective （1ST）

Melewar, T. C. (EDT)/ Gupta, Suraksha (EDT)

Palgrave Macmillan（2012/01発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 303 p.
• 言語 ENG
• 商品コード 9780230580244
• DDC分類 658.84

Full Description

Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

Contents

Introduction; T.C.Melewar & S.Gupta
International Branding: Creating Global Brand Equity Through Language; J.C.Usunier & J.Shaner
Globalization; S.Onkvisit & J.J.Shaw
Setting Prices for Global Markets; R.Mohd Roslin
Managerial Challenges in Setting Prices: Price-quality Cues, Role of the Sales Force and Global Issues; J.Hari
Managing Brands with Retailers: An International Perspective; M.Glynn
The Concept of Place in International Strategic Marketing Decisions; E.Kipnis & A.Broderick
International Marketing Communication as the Global Marketing Change Agent; D.E.Schultz
The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium; V.Cauberghe & P.De Pelsmacker
Development of the International Human Factor: Internal Marketing and Human Resource Management Perspectives; K.Podnar, A.Kohont & Z.Jan?i?
An Analysis of the People Dimension in International Marketing; M.R.Czinkota & A.C.Samli
Processes: The Way Forward; K.Lindberg-Repo
Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; M.J.French & J.W.Cadogan
The Dematerialisation of Marketing in a Global Economy; A.Palmer
Physical Evidence as an Asset in Nation-brand Equity; K.Dinnie
Future Directions in International Marketing: The Decade Ahead; R.Fletcher & T.Chikweche
Closing; R.Fletcher.