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Author: Marilyn A. Stone
Publisher: Psychology Press
Published: 2004
Total Pages: 286
ISBN-13: 041531416X
DOWNLOAD EBOOK →This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Author: J.B. McCall
Publisher: Routledge
Published: 2004-07-31
Total Pages: 286
ISBN-13: 1134494092
DOWNLOAD EBOOK →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
Author: Douglas West
Publisher: Oxford University Press, USA
Published: 2010-03-25
Total Pages: 613
ISBN-13: 0199556601
DOWNLOAD EBOOK →This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
Author: T C Melewar
Publisher: Bloomsbury Publishing
Published: 2017-09-16
Total Pages: 336
ISBN-13: 0230356648
DOWNLOAD EBOOK →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.
Author: Isobel Doole
Publisher:
Published: 2008
Total Pages: 462
ISBN-13: 9781282584211
DOWNLOAD EBOOK →Author: Isobel Doole
Publisher: Cengage Learning
Published: 2005
Total Pages: 374
ISBN-13:
DOWNLOAD EBOOK →This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment.Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.
Author: François Vellas
Publisher: Bloomsbury Publishing
Published: 2016-01-07
Total Pages: 330
ISBN-13: 1349274860
DOWNLOAD EBOOK →Tourism marketing has long been considered as a branch of traditional marketing. However, in recent years, tourism marketing has gone through fundamental changes: the pursuit of global strategies based on strategic alliances, the breakdown of commercial borders and advances in new technology have all facilitated the commercialisation of tourism products. This book sets out to examine the changes shaping the international marketing of tourism and travel. The book begins in defining the role of international marketing in tourism and describes the strategic marketing process, from analysis and strategy formulation to implementation techniques. It provides the marketing theory for the rest of the text. Part two focuses on specific issues that are currently influencing tourism marketing. As such, it explains how technology is affecting the way tourism firms operate, the impact and influence of environmental awareness, human resource strategy and service quality on tourism marketing. Finally, it presents the strategic responses of each of the sub-sectors - hospitality, air transport, tour operation, travel agency and the tourism destination - to the pressures of the changing tourism industry. The International Marketing of Travel and Tourism is aimed at final year undergraduate and postgraduate students of tourism providing a strategic approach to marketing within this growing sector.
Author: Bodo B. Schlegelmilch
Publisher: Springer Nature
Published: 2022-02-16
Total Pages: 440
ISBN-13: 3030906655
DOWNLOAD EBOOK →This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions
Author: Hans G. Meissner
Publisher: Springer Science & Business Media
Published: 2012-12-06
Total Pages: 188
ISBN-13: 3642754775
DOWNLOAD EBOOK →International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.
