International Marketing (RLE International Business)
A Strategic Approach to World Markets
1st Edition
Published on 27. November 2012
Book
Hardback
308 pages
978-0-415-64336-8 (ISBN)
Description
Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: 'How far can it be standardised internationally or in a research-based cluster of countries?' Research, planning and organisation problems receive particular attention. A whole chapter is devoted to 'Creativity and Innovation' on a global scale.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
General, Postgraduate, Professional, and Undergraduate
Dimensions
Height: 234 mm
Width: 156 mm
Weight
740 gr
ISBN-13
978-0-415-64336-8 (9780415643368)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Simon Majaro
International Marketing (RLE International Business)
A Strategic Approach to World Markets
Book
03/2014
1st Edition
Routledge
€76.94
Shipment within 15-20 days
Simon Majaro
International Marketing (RLE International Business)
A Strategic Approach to World Markets
E-Book
01/2013
1st Edition
Routledge
€64.49
Available for download
Simon Majaro
International Marketing (RLE International Business)
A Strategic Approach to World Markets
E-Book
01/2013
1st Edition
Routledge
€64.49
Available for download
Content
Preface. Preface to the Revised Edition. 1. The Path Towards Internationalisation. 2. The Organisation of the International Firm - A Conceptual Framework. 3. Marketing Ecology in International Business. 4. Market Segmentation on a Global Scale. 5. Researching International Markets. 6. Product Policies for World markets. 7. Pricing in World Markets. 8. Distribution Decisions in International Marketing. 9. Communication Strategies in World Markets. 10. Marketing Planning on an International Scale. 11. The Application of the 'Business Portfolio' Concept to International marketing Decisions. 12. Organising for International Marketing. 13. Creativity and Innovation in International Marketing. Introductory Note to the Cases and Their Use. 1. Alimentation Generale S A. 2. Scales Industries Inc. 3. Decrolux Limited. 4. KLM Royal Dutch Airlines - Air Cargo. 5. Medi-Systems International Inc (M.S.I). 6. Pioneer International Limited. References. Index.