Strategic international marketing
Subtitle: an advanced perspective
By: edited by T.C. Melewar, Suraksha Gupta
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: New York
Language: eng
ISBN-13: 9780230580244
Subjects: International business enterprises; Export marketing; BUSINESS & ECONOMICS / Marketing / General; BUSINESS & ECONOMICS / Marketing / Research; BUSINESS & ECONOMICS / General
Description: "Strategic International Marketingaims to be the reference text of choice for readers seeking an international perspective for planning and organizing product or service management in global markets. It offers the most recent ideas, trendsand original research in the theory andpractice of global marketing strategy and tactics in an easy to read format and illustrative case studies.Based around the 7Ps of the marketing mix, it includes contributions from the leading researchers and academics in the field of international marketing"--
Table of contents: title: Machine generated contents note:; title: PART 1:; title: Chapter 1: Introduction to International Marketing - TC Melewar & - Suraksha Gupta; title: PART 2: THE 7Ps OF THE INTERNATIONAL MARKETING MIX; title: Chapter 2: Product - Stan Paliwoda; title: Chapter 3: Product - Sak Onkvist & - John J Shaw; title: Chapter 4: Price; title: Chapter 5: Price; title: Chapter 6: Place - Suraksha Gupta & - TC Melewar; title: Chapter 7: Place; title: Chapter 8: Promotion - Don E Schultz; title: Chapter 9: Promotion - Patrick de Pelsmacker & - Cauberghe Verolien; title: Chapter 10: People - Klement Podnar & - Zlatko Jancic; title: Chapter 11: People - Michael R Czinkota & - A Coskun Samli; title: Chapter 12: Processes - Repo K Lindberg & - Christian Gronroos; title: Chapter 13: Processes -John Cadogan; title: Chapter 14: Physical Evidence - Adrian Palmer; title: Chapter 15: Physical Evidence - Keith Dinnie; title: PART 3: DISCUSSION & - CONCLUSION; title: Chapter 16: Future Directions - John Saunders; title: Chapter 17: Conclusion - TC Melewar & - Suraksha Gupta.