International Marketing Strategy has been developed to help the reader learn,understand and practice a number of elements of the international marketing strategy process. The process involves the analysis of a situation, developmentof a strategy against a background of a number of strategic options and the implementation of the chosen option. This edition will continue to provide a framework, within the parts and chapter structure, in which to understand and evaluate the factors that should be taken into account. INDICE: TABLE OF CONTENTS PART 1 ANALYSIS 1 An introduction to international marketing 2 The international trading environment 3 Social and cultural considerations in international marketing 4 International marketing research and opportunity analysis Part 1 Integrative Learning Activity PART 2 STRATEGY DEVELOPMENT 5 International niche marketing strategies for small and medium-sized enterprises (SMEs) 6 Global strategies 7 Market entry strategies 8 International product and service management Part 2 Integrative Learning Activity PART 3 IMPLEMENTATION 9 International communications 10 The management of international distribution and logistics 11 Pricing for international markets 12 International marketing implementation through enabling technologies Part 3 Integrative Learning Activity
- ISBN: 978-1-408-04407-0
- Editorial: Cengage Learning EMEA
- Encuadernacion: Rústica
- Páginas: 250
- Fecha Publicación: 13/01/2012
- Nº Volúmenes: 1
- Idioma: Inglés