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¦an interesting and pacey book, well worth reading.`
Lyndon Simkin, Reader, Marketing and Strategic Management Group, Warwick Business School
˜¦an easily read introduction to international marketing that will appeal to students and practitioners new to international marketing.`
Journal of Marketing Management
Description: With business practices around the world constantly changing, marketing within the international arena is also in a constant state of change. How can marketers exploit this potential? What considerations need to be taken into account?
Meticulously researched and fully updated and restructured for this new edition, International Marketing is an established textbook, which provides invaluable information about the international marketing environment and how to operate in it. Clearly written, the book analyses the tactical, operational and strategic issues relevant to every marketer. Packed with up-to-the last minute case studies, plus regional analyses of individual world markets, this book offers the insights vital for successful planning and implementation.
Divided into two parts, ˜Trading environment` and ˜Organizing for International markets`, the book covers topics such as:
· International trade;
· export mathods;
· regional analysis techniques;
· global products;
· market research and market screening techniques;
· global pricing
· entering international markets;
· international advertising
Contents: Part 1: The global approach to marketing ¢ The nature of international marketing ¢ Strategic considerations in international marketing ¢ Part 2: The trading environment ¢ International trade ¢ Regional analysis techniques ¢ north Atlantic countries ¢ China, AsiaPacific, Japan and Oceania ¢ Third World countries Part 3: Organizing for International markets ¢ International marketing research ¢ Market screening techniques ¢ Entering international markets ¢ Export methods and procedures ¢ International and global products ¢ International and global pricing approaches ¢ International advertising ¢ Below-the-line marketing communication ¢ Future developments in global marketing ¢ Reference ¢ Index
About the authors: Dr Roger Bennett is a researcher and practitioner in the European and international business field. A professor in the Department of Business at the London Metropolitan University, he has also published several books.
Jim Blythe is a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books.
Target Audience: Will appeal to students and practitioners new to international marketing.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9788175545328
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Pages : 425
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