International marketing strategy : analysis, development and implementation.
Material type: TextPublication details: London : International Thomson Business, 1999.Edition: 2nd ed. / Isobel Doole and Robin LoweDescription: xix, 572 p. : ill. ; 25 cmISBN:- 9781861524720 (pbk.) :
- 1861524722
- 658.848 DOO
- 658.848 21
- HF1416 .P45 1999
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 | Available | 115522 |
Previous ed.: published as by Chris Phillips, Isobel Doole and Robin Lowe. London: Routledge, 1994.
Includes bibliographical references and index.
Part 1. Analysis; Chapter 1. An introduction to international marketing -- Chapter 2. The international trading environment -- Chapter 3. Social and cultural consideration in international marketing -- Chapter 4. International marketing research and opportunity analysis -- Part II: Development; Chapter 5. International marketing planning and organisation -- Chapter 6. International niche marketing strategies for small and medium sized firms (SMEs) -- Chapter 7. Globalisation -- Chapter 8. Market entry strategies -- Part 3 Approaches to implementation -- Chapter 9. International product management -- Chapter 10 International marketing communications -- Chapter 11 The management of international distribution and logistics -- Chaper 12 Pricing for international markets
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.