International marketing : an SME perspective / Seán De Búrca, Richard Fletcher, Linden Brown.

Format:

Book

Author/Creator:

De Búrca, Seán, author.

Fletcher, Richard, 1940- author.

Brown, Linden, 1938- author.

Language:

English

Subjects (All):

Export marketing.

Physical Description:

1 online resource (xxxi, 720 páginas)

Edition:

1st ed.

Place of Publication:

Harlow, England : FT Prentice Hall, [2004]

Language Note:

English

Summary:

Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations. Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.

Contents:

pt. A. The International marketing environment

1. The rationale for international marketing

2. Appreciating the international economic and financial environment

3. Catering for the cultural environment of international business

4. Avoiding the pitfalls of the international political and legal environment

5. The information technology environment

6. Researching international markets

pt. B. The international marketing mix

7. International market selection and entry

8. Modifying products for international markets

9. Marketing services internationally

10. Promotion in international marketing

11. International pricing for profit

12. Effective international distribution

pt. C. International marketing strategy

13. Planning and strategy for international marketing

14. Gaining international competitive advantage

15. International competitive marketing strategies and competitive position

16. Globalisation

17. Relationships, networks and strategic alliances

pt. D. Contemporary challenges in international marketing

18. Incorporating international trade relations into international marketing

19. Electronic commerce in international marketing.

Notes:

Contiene índice.

Includes bibliographical references and index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-5129-3956-0

1-280-60077-2

9786610600779

1-4058-7082-6

OCLC:

1027174642