International Marketing and Relationships

International Marketing and Relationships

by Sue Bridgewater, Colin Egan



Product Details

ISBN-13: 9780333733783
Publisher: Macmillan Education UK
Publication date: 09/28/2002
Series: Profitable Marketing Relationships Series
Edition description: 2001
Pages: 320
Product dimensions: 6.10(w) x 9.25(h) x 0.03(d)

About the Author

SUSAN BRIDGEWATER is a lecturer in Marketing and Strategic Management at Warwick Business School, University of Warwick.

COLIN EGAN is Professor of Strategic Management at Leicester Business School, De Montfort University.

Table of Contents

Introduction.- Review of Traditional, Relationship and Network Perspectives of Marketing.- THE ENVIRONMENT OF INTERNATIONAL MARKETING.- The Global Economy.- Geopolitical Context.- Socio-Cultural Context.- Technological Context.- FOCUS ON DIFFERENT REGIONS.- Triad Nations.- Emerging Markets.- Less Developed Countries.- INTERNATIONAL MARKETING STRATEGIES.- International Marketing Strategies.- Assessing Market Attractiveness.- INTERNATIONAL MARKETING MIX.- Produce and Service.- Price.- Place.- Promotion.- IMPLEMENTATION.- International Marketing Organisation.- Creating Organisational Advantage for Global Success.

What People are Saying About This

From the Publisher

'This is a credible attempt to look at alternative viewpoints rather than just the traditional view...I thought that the bringing together of different viewpoints was useful and would be valuable for a Masters level course. There is much to praise in the book...' - Dr C Lewis, Nottingham Business School

'I enjoyed reading this book and found it an interesting essay around international marketing and the development of theory...There are also some useful in depth explanations...I found this easy to read and the earlier sections informed the latter' - Andrew Cropper, Sheffield Hallam University

'The language is clear and easy to understand, there is a good discussion of risk and a good summary of different academic approaches and theories.' - Anita Peleg, South Bank University, London

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