International Marketing: An SME Perspective / Edition 1

International Marketing: An SME Perspective / Edition 1

by Sean De Burca, Linden Brown, Richard Fletcher
     
 

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

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Overview

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:

  • Real life examples on practical international marketing planning and strategy
  • Comprehensive coverage of the network perspective to international marketing
  • Case studies that represent problems and issues confronting managers
  • International Highlights in every chapter which provide a forum for classroom and tutorial discussion
  • Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations

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.

 

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Product Details

ISBN-13:
9780273673231
Publisher:
Prentice Hall
Publication date:
05/20/2004
Edition description:
New Edition
Pages:
756
Product dimensions:
7.43(w) x 9.68(h) x 1.04(d)

Table of Contents

Contents
Preface
About the authors
Pt. AThe International Marketing Environment1
1The rationale for international marketing2
2Appreciating the international economic and financial environment22
3Catering for the cultural environment of international business56
4Avoiding the pitfalls of the international political and legal environment102
5The information technology environment134
6Researching international markets158
Pt. BThe International Marketing Mix223
7International market selection and entry224
8Modifying products for international markets256
9Marketing services internationally288
10Promotion in international marketing310
11International pricing for profit354
12Effective international distribution388
Pt. CInternational Marketing Strategy461
13Planning and strategy for international marketing462
14Gaining international competitive advantage494
15International competitive marketing strategies and competitive position522
16Globalisation552
17Relationships, networks and strategic alliances580
Pt. DContemporary Challenges in International Marketing637
18Incorporating international trade relations into international marketing638
19Electronic commerce in international marketing666
Index705

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