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Full Description
Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and practice all of the elements of the international marketing strategy process. The main ethos of the text is that a fundamental element of international marketing is the development of competitive international marketing strategies which build upon, leverage and advance an organization's competitive position across the globe. The sixth edition has been completely updated to reflect all key new developments in international marketing, whilst also significantly expanding the international coverage reflecting Europe, the Middle East, Africa and Asia. This textbook is autopackaged with Coursemate. CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support the printed textbook and the textbook-specific website. CourseMate includes an integrated eBook and interactive teaching and learning tools including quizzes, flashcards, videos, and more and an EngagementTracker, a first-of-its-kind tool that monitors student engagement in the course.
Contents
PART 1 ANALYSIS 1 An introduction to international marketing 2 The international trading environment 3 Social and cultural considerations in international marketing 4 International marketing research and opportunity analysis PART 2 STRATEGY DEVELOPMENT 5 International niche marketing strategies for small and medium-sized enterprises (SMEs) 6 Global strategies 7 Market entry strategies 8 International product and service management PART 3 IMPLEMENTATION 9 International communications 10 The management of international distribution and logistics 11 Pricing for international markets 12 International marketing implementation through enabling technologies
