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Macmillan Higher Education

Strategic International Marketing

An Advanced Perspective

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Palgrave

Pages: 336
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Paperback - 9780230580244

15 January 2012

$79.99

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Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case...

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Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

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A very strong list of contributors: most of the leading academics inthe International Marketing disciplinefrom the UK, US, Europe and the rest of the world
New thinking on the core 7Ps of strategic marketing
One realworld case study per chapter
An advanced supplementary text for postgraduate and upperlevel undergraduate students


Introduction; T.C.Melewar & S.Gupta
International Branding: Creating Global Brand Equity Through Language; J.C.Usunier & J.Shaner
Globalization; S.Onkvisit & J.J.Shaw
Setting Prices for Global Markets; R.Mohd Roslin
Managerial Challenges in Setting Prices: Price-quality Cues, Role of the Sales Force and Global Issues; J.Hari
Managing Brands with Retailers: An International Perspective; M.Glynn
The Concept of Place in International Strategic Marketing Decisions; E.Kipnis & A.Broderick
International Marketing Communication as the Global Marketing Change Agent; D.E.Schultz
The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium; V.Cauberghe & P.De Pelsmacker
Development of the International Human Factor: Internal Marketing and Human Resource Management Perspectives; K.Podnar, A.Kohont & Z.Jan?i?
An Analysis of the People Dimension in International Marketing; M.R.Czinkota & A.C.Samli
Processes: The Way Forward; K.Lindberg-Repo
Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; M.J.French & J.W.Cadogan
The Dematerialisation of Marketing in a Global Economy; A.Palmer
Physical Evidence as an Asset in Nation-brand Equity; K.Dinnie
Future Directions in International Marketing: The Decade Ahead; R.Fletcher & T.Chikweche
Closing; R.Fletcher.

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TC MELEWAR is Professor of Marketing and Strategy and Head of Marketing at Brunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, UK, MARA Institute of Technology in Malaysia, Loughborough University, UK, and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France, and Humboldt University, Berlin, Germany, and is also Editor of the Journal of Brand Management.

SURAKSHA GUPTA Holds a Bachelor of Commerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad,...

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TC MELEWAR is Professor of Marketing and Strategy and Head of Marketing at Brunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, UK, MARA Institute of Technology in Malaysia, Loughborough University, UK, and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France, and Humboldt University, Berlin, Germany, and is also Editor of the Journal of Brand Management.

SURAKSHA GUPTA Holds a Bachelor of Commerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad, India. She currently teaches at Brunel University, UK, and has over 15 years of industry experience, latterly as Director of Systems Research Pvt Ltd in India.

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