International Marketing Strategy

International Marketing Strategy

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Description

A complete examination of how the company internationalises its operations, from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. It adopts a fresh approach to analysing and developing international marketing strategies for consumer, industrial and service firms. It provides an assessment of how successful firms compete in global markets which are rapidly integrating. In addition, it describes how international marketing strategies are implemented through selling and negotiations. Each topic is treated from a conceptual and empirical point of view. Instructor's Manual (0-13-010058-7).show more

Product details

  • Paperback | 504 pages
  • 165.1 x 228.6 x 25.4mm | 997.9g
  • Pearson Education (US)
  • FINANCIAL TIMES PRENTICE HALL
  • Upper Saddle River, United States
  • English
  • 3rd edition
  • 0130100579
  • 9780130100573

Table of contents

Part I: The Decision to Internationalize. International Marketing in the Firm. Theories of the Firm in International Markets. Resources and Managerial Capacity. Strategic Options for the Firm. Part II: International Marketing Environment. Global, Regional and Emerging Markets. The Socio-Cultural Environment. Public Policy Environment. Creating Competitive Advantage. Part III: How the Firm Enters International Markets. International Markets and Customers. Analysis of International Competitors. Entering International Markets. Exporting. Competitive Alliances. Foreign Direct Investment. Part IV: The International Marketing Programme. The Consumer Products Firm. The Industrial Products Firm. The Services Firm. Part V: Implementing the International Marketing. International Distribution Channels. Selling and Negotiating in International Markets. Managing International Marketing Operations.show more

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