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International Marketing An SME Perspective

ISBN-10: 0273673238

ISBN-13: 9780273673231

Edition: 2004

Authors: Sean De Burca, Richard Fletcher, Linden Brown

List price: $137.33
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Unlike other international marketing texts, International Marketing, An SME Approach,takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations. "This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere." Dr. Thomas O' Toole, Head of School of Business , Waterford Institute of Technology Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape. Other features include: - Real life examples on practical international marketing planning and strategy- Comprehensive coverage of the network perspective to international marketing- Case studies that represent problems and issues confronting managers- International Marketing Highlights in every chapter which provide a forum for classroom and tutorial discussion- Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations To access the robust ancillary package which includes an Instructor's Manual, Power Point slides, a test item file, additional case studies and two extra chapters on Winning International Projects and Coping with Countertrade, visit . Dr. Sean de Burca is Professor of Marketing, University College Dublin, Ireland. Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney. Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (M*SAT) Group at the University of Technology, Sydney, Australia.
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Book details

List price: $137.33
Copyright year: 2004
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 756
Size: 7.75" wide x 9.75" long x 1.00" tall
Weight: 2.794
Language: English

The Rationale for International Marketing
Appreciating the International Economic and Financial Environment
Catering for the Cultural Environment of International Business
Avoiding the Pitfalls of the International Political and Legal Environment
The Information Technology Environment
Researching International Markets
International Market Selection and Entry
Modifying Products for International Markets
Marketing Services Internationally
Promotions in International Marketing
International Pricing for Profit
Effective International Distribution
Planning and Strategy for International Marketing
Gaining International Competitive Advantage
International Competitive Marketing Strategy and Competitive Position
Relationships, Networks and Strategic Alliances
Contemporary Challenges in International Marketing
Electronic Commerce in International Marketing