International Marketing Strategy: Analysis, Development and Implementation

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.

Business & Money

Isobel Doole

Robin Lowe

Chris Phillips

Management & Leadership

Van Nostrand-Reinhold

The Official CIM Coursebook

Taylor&Francis

Enterprise: Entrepreneurship and Innovation

Sue Marriott

Routledge

<p>International Marketing Strategy sets out the context, techniques and strategies involved in successful international marketing. With short case illustrations, highly illustrative case studies, summaries and discussion questions, students will find this text most useful, relevant and contemporary. Well-organized and very practical, International Marketing Strategy provides a good balance of the theory and implementation behind international marketing. Rigorous in its structure yet easy to use, it adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it breaks across national boundaries presenting a truly international vision of marketing strategy. The addition/incorporation of new topics brings the book fully up-to-date: global information systems the global manager international niche marketing international developments in retailing electronic business and relationship marketing new international case studies to illustrate the key points The second edition of International Marketing Strategy offers an excellent resource for final year undergraduate students on marketing courses and professionals studying for the Diploma of the CIM and will also be an invaluable source of reference for MBA and Masters level students.</p>

isobel-doole-robin-lowe

Marketing & Sales

Intl Thomson Business Press

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