| Description |
xvi, 453 pages : illustrations ; 26 cm |
| Contents |
Pt. I. Analysis. Ch. 1. An introduction to international marketing. Ch. 2. The international trading environment. Ch. 3. Social and cultural considerations in international marketing. Ch. 4. International marketing research and opportunity analysis. Special Focus: Overcoming barriers to entry in China -- Pt. II. Development. Ch. 5. International marketing planning and organisation. Ch. 6. International niche marketing strategies for small and medium-sized firms (SMEs). Ch. 7. Globalisation. Ch. 8. Market entry strategies. Special Focus: Jollibee, Japan, Johannesburger and Fries -- Pt. III. Approaches to Implementation. Ch. 9. International product management. Ch. 10. International communications and Internet marketing. Ch. 11. The management of international distribution and logistics. Ch. 12. Pricing for international markets. Social Focus: If the locals won't roll over, Molly Malone will deal with them |
| Notes |
Previous ed.: London: International Thomson Business, 1999 |
| Bibliography |
Includes index and bibliographic references |
| Subject |
Export marketing -- Management.
|
|
Export marketing -- Management -- Case studies.
|
| Genre/Form |
Case studies.
|
| Author |
Lowe, Robin, 1945-
|
| ISBN |
1861527721 paperback |
|
