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International Strategic Marketing By J.B. McCall

International Strategic Marketing
by J.B. McCall

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As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. International Strategic Marketing: A European Perspective is a topical text that expands upon existing international marketing theory and synthesises it with colourful examples of relevant international marketing practice.
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International Strategic Marketing Summary


International Strategic Marketing: A European Perspective by J.B. McCall

As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:

  • marketing information systems
  • marketing research
  • product development
  • pricing issues
  • international promotion
  • distribution channels.

With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike.

Visit the Companion website at www.routledge.com/textbooks/0415314178

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International Strategic Marketing Reviews


'This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. ... very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics, Poland

'A well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective.' - Luiz Moutinho, Glasgow University, Poland

About J.B. McCall


Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics. Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.

Table of Contents


1. Introduction to International Marketing 2. Framework for International Marketing 3. European Marketing 4. International Marketing Information Systems: Marketing research 5. International Product Development 6. International Pricing 7. International Promotion 8. International Channels of Distribution 9. International Marketing Planning and Implementation

Additional information

GOR001862306
International Strategic Marketing: A European Perspective by J.B. McCall
J.B. McCall
Used - Very Good
Paperback
Taylor & Francis Ltd
2004-11-30
284
0415314178
9780415314176
N/A
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.