|
|
|
|
||
|
HELP | |
|
This item may be
Check for Availabilityout of stock. Click on the button below to search for this title in other formats.  This title in other formats:Other titles in the Profitable Marketing Relationships series:International Marketing Relationships (Profitable Marketing Relationships)
Synopses & ReviewsPublisher Comments: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 practitioner. Book News Annotation:This textbook examines international marketing issues from three
perspectives. The traditional perspective assumes a competitive
environment with uncontrollable environmental forces posing
opportunities and threats for international marketers. The
relationship perspective focuses on interaction between buyers and
sellers, and between other actors in the international marketing
context. The network perspective looks at the complex interplay of
the web of relationships surrounding a business.
Annotation c. Book News, Inc., Portland, OR (booknews.com) About the AuthorSue Bridgewater is a Lecturer in Marketing and Strategic Management at Warwick Business School, Universit of Warwick. Colin Egan is Professor of Strategic Management at Leicester Business School, De Montfort University. Table of ContentsReview of Traditional, Relationship and Network Perspectives of Marketing * Part I: The Environment of International Marketing * The Global Economy * Geopolitical Context * SocioCultural Context * Technological Context * Part II: Focus on Different Regions * Triad Nations * Emerging Markets * Less Developed Countries * Part III: International Marketing Strategies * International Marketing Strategies * Assessing Market Attractiveness * Part IV: International Marketing Mix * Produce and Service * Price * Place * Promotion * Part V: Implementation * International Marketing Organisation * Creating Organisational Advantage for Global Success Review of Traditional, Relationship and Network Perspectives of Marketing * Part I: The Environment of International Marketing * The Global Economy * Geopolitical Context * SocioCultural Context * Technological Context * Part II: Focus on Different Regions * Triad Nations * Emerging Markets * Less Developed Countries * Part III: International Marketing Strategies * International Marketing Strategies * Assessing Market Attractiveness * Part IV: International Marketing Mix * Produce and Service * Price * Place * Promotion * Part V: Implementation * International Marketing Organisation * Creating Organisational Advantage for Global Success What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
| |||
|
| ||||
|
||||
Don't Miss
