International Marketing An SME Perspective

Name: International Marketing An SME Perspective
Price: 6.75 USD
Availability: InStock
ISBN: 9780273673231

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'…

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



Globalisation



Relationships, Networks and Strategic Alliances



Contemporary Challenges in International Marketing



Electronic Commerce in International Marketing