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Unlike other international marketing texts, International Marketing, An SME Perspective, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to Small and Medium-sized Enterprises, therefore the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.
'This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere.'
Dr. Thomas O' Toole,
Head of School of Business
, Waterford Institute of Technology
Geared toward undergraduate and postgraduate students studying International Marketing, International Marketing, An SME Perspective, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Other features include:
To access the robust ancillary package which includes an Instructor's Manual and PowerPoint slides, visit www.booksites.net/deburca.
Dr. Sean de Burca is Professorof Marketing, University College Dublin, Ireland.
Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney.
Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (MSAT) Group at the University of Technology, Sydney, Australia.
|About the authors|
|Pt. A||The International Marketing Environment||1|
|1||The rationale for international marketing||2|
|2||Appreciating the international economic and financial environment||22|
|3||Catering for the cultural environment of international business||56|
|4||Avoiding the pitfalls of the international political and legal environment||102|
|5||The information technology environment||134|
|6||Researching international markets||158|
|Pt. B||The International Marketing Mix||223|
|7||International market selection and entry||224|
|8||Modifying products for international markets||256|
|9||Marketing services internationally||288|
|10||Promotion in international marketing||310|
|11||International pricing for profit||354|
|12||Effective international distribution||388|
|Pt. C||International Marketing Strategy||461|
|13||Planning and strategy for international marketing||462|
|14||Gaining international competitive advantage||494|
|15||International competitive marketing strategies and competitive position||522|
|17||Relationships, networks and strategic alliances||580|
|Pt. D||Contemporary Challenges in International Marketing||637|
|18||Incorporating international trade relations into international marketing||638|
|19||Electronic commerce in international marketing||666|