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International Marketing and Relationships
 
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International Marketing and Relationships
 
 
Palgrave Macmillan
 
 
 
 
 
 
14 Dec 2001
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£42.99
|Paperback Print on Demand
  
9780333733783
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DescriptionReviewsContentsAuthors

This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.

Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,.

Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.


Description

This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.

Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers. The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context,.

Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practioner.


Reviews

'This is a credible attempt to look at alternative viewpoints rather than just the traditional view...I thought that the bringing together of different viewpoints was useful and would be valuable for a Masters level course. There is much to praise in the book...' - Dr C Lewis, Nottingham Business School

'I enjoyed reading this book and found it an interesting essay around international marketing and the development of theory...There are also some useful in depth explanations...I found this easy to read and the earlier sections informed the latter' - Andrew Cropper, Sheffield Hallam University


'The language is clear and easy to understand, there is a good discussion of risk and a good summary of different academic approaches and theories.' - Anita Peleg, South Bank University, London


Contents

Introduction
Review of Traditional, Relationship and Network Perspectives of Marketing
THE ENVIRONMENT OF INTERNATIONAL MARKETING
The Global Economy
Geopolitical Context
Socio-Cultural Context
Technological Context
FOCUS ON DIFFERENT REGIONS
Triad Nations
Emerging Markets
Less Developed Countries
INTERNATIONAL MARKETING STRATEGIES
International Marketing Strategies
Assessing Market Attractiveness
INTERNATIONAL MARKETING MIX
Produce and Service
Price
Place
Promotion
IMPLEMENTATION
International Marketing Organisation
Creating Organisational Advantage for Global Success


Authors

SUSAN BRIDGEWATER is a lecturer in Marketing and Strategic Management at Warwick Business School, University of Warwick.

COLIN EGAN is Professor of Strategic Management at Leicester Business School, De Montfort University.