International Strategic Marketing: A European Perspective

Overview

Provides an indepth appreciation of international marketing from a European Perspective, while considering the role of Europe within global marketing.
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Overview

Provides an indepth appreciation of international marketing from a European Perspective, while considering the role of Europe within global marketing.
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Editorial Reviews

From the Publisher
'This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. … very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics, Poland

'A well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective.' - Luiz Moutinho, Glasgow University, Poland

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Product Details

  • ISBN-13: 9780415314176
  • Publisher: Taylor & Francis
  • Publication date: 6/17/2004
  • Pages: 284
  • Product dimensions: 7.30 (w) x 10.00 (h) x 1.40 (d)

Meet the Author

Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.

Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.

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Table of Contents

1 Introduction to international marketing 1
2 Framework for international marketing 27
3 European marketing 48
4 International marketing information systems : marketing research 83
5 International product development 121
6 International pricing 144
7 International promotion 169
8 International channels of distribution 200
9 International marketing planning and implementation 221
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