International Marketing Strategy by Isobel Doole

International Marketing Strategy by Isobel Doole

"International Marketing Strategy" has been developed to help the reader learn, understand and practice a number of elements of the international marketing strategy process. The process involves the analysis of a situation, development of a strategy against a background of a number of strategic options and the implementation of the chosen option. This edition will continue to provide a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account.

TABLE OF 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 1 Integrative Learning Activity 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 2 Integrative Learning Activity 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 Part 3 Integrative Learning Activity

SKU	Unavailable
ISBN 13	9781408044070
ISBN 10	1408044072
Title	International Marketing Strategy
Author	Isobel Doole
Condition	Unavailable
Binding Type	Paperback
Publisher	Cengage Learning EMEA
Year published	2012-01-13
Number of pages	250
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.