International Marketing Strategy: Analysis, Development & Implementation – Ebook PDF Instant Delivery – ISBN(s): 9781473758742,1473758742
Product details:
- ISBN-10 : 1473758742
- ISBN-13 : 978-1473758742
- Author:
Fully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
Table of contents:
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks
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(eBook PDF) International Marketing Strategy: Analysis, Development & Implementation, 8th Edition