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International Marketing An SME Perspective

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ISBN-10: 0273673238

ISBN-13: 9780273673231

Edition: 2004

Authors: Sean De Burca, Richard Fletcher, Linden Brown

List price: $137.33
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Description:

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'…    
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Book details

List price: $137.33
Copyright year: 2004
Publisher: Prentice Hall PTR
Binding: Paperback
Pages: 756
Size: 7.43" wide x 9.68" long x 1.04" 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
Globalisation
Relationships, Networks and Strategic Alliances
Contemporary Challenges in International Marketing
Electronic Commerce in International Marketing