International Marketing

Erscheinungsjahr 2009
ISBN: 978-0-07-711585-2
Verlag: McGraw-Hill Education

Buch, Englisch, 400 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 840 g

International Marketing takes a thematic approach to marketing in the 21st century. While academically rigorous, this comprehensive text provides students with plenty of opportunities to apply and evaluate models, ‘think outside the box’ and engage in debate which will help them develop the skills and knowledge they need for the world of business.This book provides students with the skills to carry out international marketing planning, management and execution from both commercial and not-for-profit perspectives. These skills involve building effective international marketing plans by developing compatible strategies and efficient operations.While underpinned by the latest developments in academic and practitioner research International Marketing remains uniquely accessible and relevant to today’s students by encouraging them to engage in self-development, debate and reflection. It will help them to become effective practitioners with the knowledge to continue questioning, thus encouraging a challenging and enquiring mind.

Autoren/Hrsg.

Clarke, Geri

Wilson, Ian

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Chapter 1: International Marketing Orientation and Perspectives
Chapter 2: International Marketing and Digital Technology
Chapter 3: International Market Research and Insights
Chapter 4: International Marketing Planning
Chapter 5: International Marketing Environmental Audit
Chapter 6: Core Strategy Dimensions in International Marketing
Chapter 7: International Market Entry Mode Strategy
Chapter 8: Marketing Channels in Foreign Countries
Chapter 9: International & Global Brands & Products
Chapter 10: International Pricing & Payments
Chapter 11: International Marketing Communications
Chapter 12: Relationships & Management of International Marketing

Über Autor(innen)

Geri Clarke currently manages the International Business School consultancy and tutors international students Henley Business School, University of Reading.Ian Wilson lectures in marketing on a variety of postgraduate, undergraduate and professional institute courses at Staffordshire University where he is a Learning and Teaching Fellow.