Unlike other international marketing texts, International Marketing: An SME Perspective, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to Small and Medium-sized Enterprises, 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. This book is geared toward undergraduate and postgraduate students studying International Marketing, and 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.
1 The Rationale for International Marketing 2 Appreciating the International Economic and Financial Environment 3 Catering for the Cultural Environment of International Business 4 Avoiding the Pitfalls of the International Political and Legal Environment 5 The Information Technology Environment 6 Researching International Markets 7 International Market Selection and Entry 8 Modifying Products for International Markets 9 Marketing Services Internationally 10 Promotions in International Marketing 11 International Pricing for Profit 12 Effective International Distribution 13 Planning and Strategy for International Marketing 14 Gaining International Competitive Advantage 15 International Competitive Marketing Strategy and Competitive Position 16 Globalisation 17 Relationships, Networks and Strategic Alliances 18 Contemporary Challenges in International Marketing 19 Electronic Commerce in International Marketing Это и многое другое вы найдете в книге International Marketing : An SME Perspective (Sean De Burca)