International marketing strategy : analysis, development and implementation.

By:

Doole, Isobel

Contributor(s):

Material type: Text

TextPublication details: London : International Thomson Business, 1999.Edition: 2nd ed. / Isobel Doole and Robin LoweDescription: xix, 572 p. : ill. ; 25 cmISBN:

9781861524720 (pbk.) :
1861524722

Subject(s):

DDC classification:

658.848 DOO
658.848 21

LOC classification:

HF1416 .P45 1999

Contents:

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

Summary: 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.

Holdings ( 1 )
Title notes ( 4 )

Holdings
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.

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.