International marketing strategy : analysis, development and implementation.
Material type:
TextPublication details: London : Thomson Learning, 2004.Edition: 4th ed. / Isobel Doole and Robin LoweDescription: xxi, 445 p. : ill. (chiefly col.), col. facsims., col. map ; 28 cmISBN: - 9781844800254 (pbk.) :
- 9781844800254
- 1844800253
- 9781844808410
- 9781844808410 (electronic book)
- 1844808416 (electronic book)
- 658.848 DOO
- HF1416 .P45 2004
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 DOO (Browse shelf(Opens below)) | 1 | Checked out | 16/10/2020 | 222985 |
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Previous ed.: 2001.
Includes bibliographical references and index.
Analysis - An introduction to international marketing - The international trading environment - Social and cultural considerations in international marketing - International marketing research and opportunity analysis - Strategy development - International niche marketing strategies for small and medium-sized enterprises (SMEs) - Global strategies - Market entry strategies - International product and service management - Implementation - International communications - The management of international distribution and logistics - Pricing for international markets - International marketing implementation through enabling technologies.
This text looks at context, techniques and strategies involved in successful international marketing. It sets out to provide a good balance of the theory and implementation behind international marketing.
Electronic reproduction. London Thomson Learning (EMEA) 2006 Available via World Wide Web
Original xxi, 445 p. : col. ill., col. map ; 28 cm
Mode of access: Internet.