Foundations of international marketing / Steve Johnston and Harold Beaton.
Material type: TextPublication details: London : International Thomson Business, 1998.Description: xii, 249p. ; 25 cmISBN:- 9781861521644 (pbk.) :
- 1861521642
- International marketing
- 658.848 JOH
- 658.848 21
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 JOH (Browse shelf(Opens below)) | 1 | Available | 115523 |
Includes index.
Includes bibliographical references and index.
Chapter 1 Some sucees stories from international marketing and the reason behind them -- Chapter 2 Planning and commitment for international marketing -- Chapter 3 Communications with the market and the role of negotiations in international marketing -- Chapter 4 The impact of culture on international planning and inplementation of the marketing stategies -- Chapter 5. Market selection strategy, international market research and the european union -- Chapter 6. MArket entry strategy I: Options mainly used by larger firms -- Chapter 7 Market entry strategy II: Options mainly used by smaller organizations -- Chapter 8. Product strategy -- Chapter 9 International promotion strategies -- Chapter 10 Pricing stategies in international marketing -- Chapter 11 Legal aspects of international marketing -- Chapter 12 Technical aspects of international marketing -- Chapter 13 The international marketing of services -- Chapter 14 SMEs and two important world markets
This work is designed to provide a foundation/introductory text for students studying international marketing, either as part of a marketing course or as a unit within a general business scheme.