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International Strategic Marketing: A European Perspective de J.B. McCall

International Strategic Marketing: A European Perspective

Autor J.B. McCall, Marilyn Stone
en Limba Engleză Hardback – 15 apr 2004
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include:
  • marketing information systems
  • marketing research
  • product development
  • pricing issues
  • international promotion
  • distribution channels.
With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. 
Visit the Companion website at www.routledge.com/textbooks/0415314178
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Specificații

ISBN-13: 9780415314169
ISBN-10: 041531416X
Pagini: 284
Dimensiuni: 189 x 246 mm
Greutate: 0.73 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Cuprins

1. Introduction to International Marketing 2. Framework for International Marketing 3. European Marketing 4. International Marketing Information Systems: Marketing research 5. International Product Development 6. International Pricing 7. International Promotion 8. International Channels of Distribution 9. International Marketing Planning and Implementation

Notă biografică

Marilyn Stone is a Senior Lecturer at Heriot-Watt University, Edinburgh, UK specialising in international marketing and logistics.

Ian McCall consults in cross-border business management, having previously been a government official marketing tropical products, a marketing and sales manager in the sugar engineering business and a lecturer in international management. He has published numerous books and articles on international business and negotiation.

Recenzii

'This is a well-structured and lucid text covering strategic and operational issues of marketing management in both the changing European environment and broad international context. … very useful for all students of international and European marketing.' - Elzbieta Duliniec, Warsaw School of Economics
'A well-presented, topical, informative and easy-to-read text. With a focus on all of the key concepts and a multiplicity of good industry-based examples, the author brings out the cross-cultural issues well and takes a strong European and New Europe perspective.' - Luiz Moutinho, Glasgow University

Descriere

This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice, drawing out key issues surrounding the role the EU plays in marketing.