Synopses & Reviews
Strategic International Marketingaims to be the reference text of choice for readers seeking an international perspective for planning and organizing product or service management in global markets. It offers the most recent ideas, trendsand original research in the theory andpractice of global marketing strategy and tactics in an easy to read format and illustrative case studies.Based around the 7Ps of the marketing mix, it includes contributions from the leading researchers and academics in the field of international marketing.
Synopsis
The most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. A collection of writings from the leading thinkers in the international marketing field. Straightforward language and illustrative case studies.
Synopsis
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
About the Author
T.C. MELEWAR is Professor of Marketing and Strategy and Head of Marketing at Brunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, MARA Institute of Technology in Malaysia, Loughborough University and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France and Humboldt University, Berlin, Germany and is also editor of the Journal of Brand Management.
SURAKSHA GUPTA holds a Bachelor of Commerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad, India. She currently teaches at Brunel University, UK, and has over 15 years of industry experience, latterly as Director of Systems Research Pvt Ltd in India.
Table of Contents
PART 1:
Chapter 1: Introduction to International Marketing - TC Melewar &--Suraksha Gupta
PART 2: THE 7Ps OF THE INTERNATIONAL MARKETING MIX
Chapter 2: Product - Stan Paliwoda
Chapter 3: Product - Sak Onkvist &--John J Shaw
Chapter 4: Price
Chapter 5: Price
Chapter 6: Place - Suraksha Gupta &--TC Melewar
Chapter 7: Place
Chapter 8: Promotion - Don E Schultz
Chapter 9: Promotion - Patrick de Pelsmacker &--Cauberghe Verolien
Chapter 10: People - Klement Podnar &--Zlatko Jancic
Chapter 11: People - Michael R Czinkota &--A Coskun Samli
Chapter 12: Processes - Repo K Lindberg &--Christian Gronroos
Chapter 13: Processes - John Cadogan
Chapter 14: Physical Evidence - Adrian Palmer
Chapter 15: Physical Evidence - Keith Dinnie
PART 3: DISCUSSION &--CONCLUSION
Chapter 16: Future Directions - John Saunders
Chapter 17: Conclusion - TC Melewar &--Suraksha Gupta