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Sinopsis
This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.
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Reseña del editor
This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.
"Sobre este título" puede pertenecer a otra edición de este libro.
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Imagen de archivo
International Marketing Strategy: Analysis, Development and Implementation
Librería: WorldofBooks, Goring-By-Sea, WS, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR005113758
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EUR 2,56
Envío por EUR 6,63
Se envía de Reino Unido a Estados Unidos de America
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International Marketing Strategy : Analysis, Development and Implementation
Publicado por
Cengage Learning, 1994
ISBN 10: 0415089859
ISBN 13: 9780415089852
Antiguo o usado
Tapa blanda
Librería: Better World Books Ltd, Dunfermline, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Nº de ref. del artículo: 39638489-20
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EUR 5,71
Envío por EUR 5,92
Se envía de Reino Unido a Estados Unidos de America
Se envía de Reino Unido a Estados Unidos de America
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Imagen de archivo
INTERNATIONAL MARKETING STRATEGY : Analysis, Development and Implementation
Publicado por
Routledge, London, UK, 1994
ISBN 10: 0415089859
ISBN 13: 9780415089852
Antiguo o usado
Paperback
Original o primera edición
Librería: 100POCKETS, Berkeley, CA, Estados Unidos de America
Calificación del vendedor: 4 de 5 estrellas
Paperback. Condición: Near Fine. First Edition, First Thus. Text/BRAND NEW & Bright. Illustrated soft cover/NF. Textbook. International marketing of both goods and services. Assessment of marketing environment(s) and strategic options, followed by guidance of tactical implementament. Text in 12 chapters, 3 parts. The chapters are: 1, Introduction to International Marketing; 2, The Int'l Trading Environment; 3, Market Considerations in the Int'l Environment; 4, Int'l Marketing Research & Opportunity Analysis; 5, Int'l Marketing Planning & Organisation; 6, Int'l Marketing Strategies; 7, Market Entry Strategies; 8, Int'l Product Management; 9, The Management of Int'l Marketing Communications; 10, The Management of Int;l Distribution & Logistics; 11, Pricing for Int'l Markets; and, 12, Implications for Int'l Marketing Strategies. Nº de ref. del artículo: 006246
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EUR 26,41
Envío por EUR 6,69
Se envía dentro de Estados Unidos de America
Se envía dentro de Estados Unidos de America
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