Coverart for item
The Resource Strategic international marketing : an advanced perspective, edited by T.C. Melewar, Suraksha Gupta

Strategic international marketing : an advanced perspective, edited by T.C. Melewar, Suraksha Gupta

Label
Strategic international marketing : an advanced perspective
Title
Strategic international marketing
Title remainder
an advanced perspective
Statement of responsibility
edited by T.C. Melewar, Suraksha Gupta
Contributor
Subject
Language
eng
Summary
"Strategic International Marketingaims to be the reference text of choice for readers seeking an international perspective for planning and organizing product or service management in global markets. It offers the most recent ideas, trendsand original research in the theory andpractice of global marketing strategy and tactics in an easy to read format and illustrative case studies.Based around the 7Ps of the marketing mix, it includes contributions from the leading researchers and academics in the field of international marketing"-- Provided by publisher
Cataloging source
DLC
Index
no index present
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
  • Melewar, T. C
  • Gupta, Suraksha
http://library.link/vocab/subjectName
  • Export marketing
  • International business enterprises
Label
Strategic international marketing : an advanced perspective, edited by T.C. Melewar, Suraksha Gupta
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • Mark S. Glynn
  • The concept of place in international strategic marketing decisions
  • Eva Kipnis and Amanda J. Broderick
  • International marketing communication as the global marketing change agent
  • Don E. Schultz
  • The adoption of interactive digital television by advertising professionals: exploring an international marketing communication medium
  • Verolien Cauberghe and Patrick de Pelsmacker
  • Employee developmin the international arena: internal marketing and human resource management perspectives
  • Klement Podnar, Andrej Kohont and Zlatko Jančič
  • An analysis of the people dimension in international marketing
  • International branding: creating global brand equity through language
  • Michael R. Czinkota and A. Coskun Samli
  • Processes: the way forward
  • Kirsti Lindberg-Repo
  • Export market-oriented processes and export performance: quadratic and moderated relationships
  • Mark J. French and John W. Cadogan
  • The dematerialization of marketing in a global economy
  • Adrian Palmer
  • Physical evidence as an asset in nation brand equity
  • Keith Dinnie
  • Future directions in international marketing: the decade ahead
  • Jean-Claude Usunier and Janet Shaner
  • Richard Fletcher and Tendai Chikweche
  • The 'glocalization' of product and advertising strategies
  • Sak Onkvisit and John J. Shaw
  • Setting prices for global markets: global insights and perspectives
  • Managerial challenges in setting prices: price-quality cues, role of the sales force and global issues
  • Jurg Hari
  • Managing brands with retailers: an international perspective
Control code
ocn430839345
Dimensions
25 cm
Extent
xxvii, 303 p.
Isbn
9780230580244
Isbn Type
(pbk.)
Lccn
2011049935
Other physical details
ill.
System control number
(OCoLC)430839345
Label
Strategic international marketing : an advanced perspective, edited by T.C. Melewar, Suraksha Gupta
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • Mark S. Glynn
  • The concept of place in international strategic marketing decisions
  • Eva Kipnis and Amanda J. Broderick
  • International marketing communication as the global marketing change agent
  • Don E. Schultz
  • The adoption of interactive digital television by advertising professionals: exploring an international marketing communication medium
  • Verolien Cauberghe and Patrick de Pelsmacker
  • Employee developmin the international arena: internal marketing and human resource management perspectives
  • Klement Podnar, Andrej Kohont and Zlatko Jančič
  • An analysis of the people dimension in international marketing
  • International branding: creating global brand equity through language
  • Michael R. Czinkota and A. Coskun Samli
  • Processes: the way forward
  • Kirsti Lindberg-Repo
  • Export market-oriented processes and export performance: quadratic and moderated relationships
  • Mark J. French and John W. Cadogan
  • The dematerialization of marketing in a global economy
  • Adrian Palmer
  • Physical evidence as an asset in nation brand equity
  • Keith Dinnie
  • Future directions in international marketing: the decade ahead
  • Jean-Claude Usunier and Janet Shaner
  • Richard Fletcher and Tendai Chikweche
  • The 'glocalization' of product and advertising strategies
  • Sak Onkvisit and John J. Shaw
  • Setting prices for global markets: global insights and perspectives
  • Managerial challenges in setting prices: price-quality cues, role of the sales force and global issues
  • Jurg Hari
  • Managing brands with retailers: an international perspective
Control code
ocn430839345
Dimensions
25 cm
Extent
xxvii, 303 p.
Isbn
9780230580244
Isbn Type
(pbk.)
Lccn
2011049935
Other physical details
ill.
System control number
(OCoLC)430839345

Library Locations

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      -36.733330 174.700641
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      -40.385340 175.617349
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