Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,.
Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.
About the Author
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
'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