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International Marketing By Geri Clarke

International Marketing

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"International Marketing".
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International Marketing Summary

International Marketing by Geri Clarke

International Marketing takes a thematic approach to marketing in the 21st century. While academically rigorous, this comprehensive text provides students with plenty of opportunities to apply and evaluate models, `think outside the box' and engage in debate which will help them develop the skills and knowledge they need for the world of business.

This book provides students with the skills to carry out international marketing planning, management and execution from both commercial and not-for-profit perspectives. These skills involve building effective international marketing plans by developing compatible strategies and efficient operations.

While underpinned by the latest developments in academic and practitioner research International Marketing remains uniquely accessible and relevant to today's students by encouraging them to engage in self-development, debate and reflection. It will help them to become effective practitioners with the knowledge to continue questioning, thus encouraging a challenging and enquiring mind.

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About Geri Clarke

Geri Clarke currently manages the International Business School consultancy and tutors international students Henley Business School, University of Reading.

Ian Wilson lectures in marketing on a variety of postgraduate, undergraduate and professional institute courses at Staffordshire University where he is a Learning and Teaching Fellow.

Table of Contents

Chapter 1: International Marketing Orientation and Perspectives
Chapter 2: International Marketing and Digital Technology
Chapter 3: International Market Research and Insights
Chapter 4: International Marketing Planning
Chapter 5: International Marketing Environmental Audit
Chapter 6: Core Strategy Dimensions in International Marketing
Chapter 7: International Market Entry Mode Strategy
Chapter 8: Marketing Channels in Foreign Countries
Chapter 9: International & Global Brands & Products
Chapter 10: International Pricing & Payments
Chapter 11: International Marketing Communications
Chapter 12: Relationships & Management of International Marketing

Additional information

International Marketing by Geri Clarke
Geri Clarke
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.