International Marketing (RLE International Business): A Strategic Approach to World Markets - Rilegato

Majaro, Simon

Rilegato

ISBN 10: 0415643368 ISBN 13: 9780415643368

Casa editrice: Routledge, 2012

Riassunto

Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: ‘How far can it be standardised internationally or in a research-based cluster of countries?’ Research, planning and organisation problems receive particular attention. A whole chapter is devoted to ‘Creativity and Innovation’ on a global scale.

Su questo libro

Contenuti:

Preface. Preface to the Revised Edition. 1. The Path Towards Internationalisation. 2. The Organisation of the International Firm – A Conceptual Framework. 3. Marketing Ecology in International Business. 4. Market Segmentation on a Global Scale. 5. Researching International Markets. 6. Product Policies for World markets. 7. Pricing in World Markets. 8. Distribution Decisions in International Marketing. 9. Communication Strategies in World Markets. 10. Marketing Planning on an International Scale. 11. The Application of the ‘Business Portfolio’ Concept to International marketing Decisions. 12. Organising for International Marketing. 13. Creativity and Innovation in International Marketing. Introductory Note to the Cases and Their Use. 1. Alimentation Générale S A. 2. Scales Industries Inc. 3. Decrolux Limited. 4. KLM Royal Dutch Airlines – Air Cargo. 5. Medi-Systems International Inc (M.S.I). 6. Pioneer International Limited. References. Index.

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2012
• ISBN 10: 0415643368
• ISBN 13: 9780415643368
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 308