International Marketing Strategy: Analysis, Development and Implementation

International Marketing Strategy: Analysis, Development and Implementation

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Product Details

ISBN-13: 9780415089852
Publisher: Cengage Learning
Publication date: 09/01/1994
Pages: 450
Product dimensions: 7.48(w) x 9.84(h) x (d)

About the Author

Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.

Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

Table of Contents

PART 1 ANALYSIS 1 An introduction to international marketing 2 The international trading environment 3 Social and cultural considerations in international marketing 4 International marketing research and opportunity analysis PART 2 STRATEGY DEVELOPMENT 5 International niche marketing strategies for small and medium-sized enterprises (SMEs) 6 Global strategies 7 Market entry strategies 8 International product and service management PART 3 IMPLEMENTATION 9 International communications 10 The management of international distribution and logistics 11 Pricing for international markets 12 International marketing implementation through enabling technologies

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