Pub. Date:
Prentice Hall
International Marketing: An SME Perspective / Edition 1

International Marketing: An SME Perspective / Edition 1


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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

1 The Rationale for International Marketing

2 Appreciating the International Economic and Financial Environment

3 Catering for the Cultural Environment of International Business

4 Avoiding the Pitfalls of the International Political and Legal Environment

5 The Information Technology Environment

6 Researching International Markets

7 International Market Selection and Entry

8 Modifying Products for International Markets

9 Marketing Services Internationally

10 Promotions in International Marketing

11 International Pricing for Profit

12 Effective International Distribution

13 Planning and Strategy for International Marketing

14 Gaining International Competitive Advantage

15 International Competitive Marketing Strategy and Competitive Position

16 Globalisation

17 Relationships, Networks and Strategic Alliances

18 Contemporary Challenges in International Marketing

19 Electronic Commerce in International Marketing

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