International Marketing Strategy: Analysis, Development and Implementation
This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace. Changes to the fourth edition include additional chapters on enabling technologies in international marketing, focussing upon the increasing use of technology solutions in gaining international business, and on ethical issues in IM. A new, more practical and applied learning approach to planning is introduced throughout the text integrating into the text much of the planning material from previous editions. For instance, the special focus at the end of each section will be replaced by a focus on international planning and its application by the student to a 'live' case study. The pedagogy has been enhanced to provide lecturers and students with far better tools for learning and teaching. New case studies are included at the end of each chapter to stimulate a discussion of both the specific issues of the chapter but also how the chapter topic is integrated within the wider context of international marketing strategy. Within each chapter are two management dilemmas and approximately six illustrations including wider geographical coverage of the international marketing illustrations and updated examples relevant to the current international marketing issues.
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Z The international trading environment
Social and cultural considerations in international marketing
International marketing research and opportunity analysis
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achieve activities Adapted advertising analysis barriers become behaviour beneﬁts brand cent channels Chapter China Chinese communications companies competitive advantage competitors consumer cost cultural currency customer relationship management customers decision deﬁned developed countries difﬁcult distribution distributors economies effective environment Europe European European Union example export factors ﬁnance ﬁnancial ﬁnd ﬁrm’s ﬁrms ﬁrst ﬂexible global marketing globalisation grey market growth high context cultures identiﬁed Implementation important increased industry inﬂuence intemational Intemet international marketing strategy internationalisation investment Japan Japanese levels logistics major manufacturing market entry marketing mix marketing research McDonald’s million MNEs Nestlé offer operations opportunities organisations potential problems products and services proﬁt purchase regional relationship marketing retailers risk sector segments selling Sheffield Hallam University signiﬁcant SMEs Source speciﬁc standardisation Strategy development success suppliers supply chain tion trading blocs Unilever Whilst worldwide