Strategic International Marketing de T C Melewar

Strategic International Marketing: An Advanced Perspective

T C Melewar

Suraksha Gupta

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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Notă biografică

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.

Cuprins

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.