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Author: Marilyn A. Stone
Publisher: Psychology Press
Published: 2004
Total Pages: 286
ISBN-13: 041531416X
DOWNLOAD EBOOKThis 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: Isobel Doole
Publisher:
Published: 2008
Total Pages: 462
ISBN-13: 9781282584211
DOWNLOAD EBOOKAuthor: Douglas West
Publisher: Oxford University Press, USA
Published: 2010-03-25
Total Pages: 613
ISBN-13: 0199556601
DOWNLOAD EBOOKThis 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: Heikki Juslin
Publisher:
Published: 2002
Total Pages: 616
ISBN-13:
DOWNLOAD EBOOKAuthor: Isobel Doole
Publisher: Cengage Learning
Published: 2005
Total Pages: 374
ISBN-13:
DOWNLOAD EBOOKThis 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: Tony Proctor
Publisher: Routledge
Published: 2014-02-25
Total Pages: 352
ISBN-13: 1317834232
DOWNLOAD EBOOKFully updated and revised to include the latest case studies and examples from a broad range of industry sectors, this second edition of Strategic Marketing: An Introduction is a concise, thorough and enlightening textbook that demonstrates how organizations can cope with a myriad of demands by better understanding themselves, their products or services, and the world around them. From assessing internal relationships to planning and implementing marketing strategies, and featuring analysis of relationship marketing and strategic alliances, Proctor uses insights from a range of key models and theoretical frameworks to illustrate how an organization can successfully take advantage of ‘strategic windows’ to improve its position. Core issues covered include: marketing strategy analyzing the business environment the customer in the market place targeting and positioning marketing mix strategy. This textbook is the complete guide to assessing and imposing a realistic and successful marketing strategy to fit an organization, its resources and objectives, and the environment in which it operates. Accessibly written and supported by a user-friendly companion website, this new edition of Strategic Marketing: An Introduction is an essential resource for all students of marketing and business and management.
Author: SRINIVASAN, R.
Publisher: PHI Learning Pvt. Ltd.
Published: 2016-04-29
Total Pages: 277
ISBN-13: 8120352386
DOWNLOAD EBOOKThis well-established book, now in its Fourth Edition, provides the latest information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes significant updates in the case studies, namely, • Infosys Technologies Limited • SAP India • Global Marketing in Wipro—Growing in Strength • I-Flex Solutions (Currently Oracle Financial Software Solutions) • Ace Designers • Gillette India • Mysore Sales International Limited These case studies presenting the facts and data explicitly, familiarise the readers with the latest developments and changing scenario of international marketing. Now, the text highlights a wide variety of aspects relating to the business environment, with specific focus on competition, product development, market strategy and international business. Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.
Author: Roger Bennett
Publisher:
Published: 1998
Total Pages: 400
ISBN-13:
DOWNLOAD EBOOKTopics include international marketing research, entering foreign markets, export methods and procedures, international product policy and international advertising. Case examples and a regional analysis of individual world markets are provided.
Author: Bodo B. Schlegelmilch
Publisher: Springer Nature
Published: 2022-02-16
Total Pages: 440
ISBN-13: 3030906655
DOWNLOAD EBOOKThis 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: François Vellas
Publisher: Bloomsbury Publishing
Published: 2016-01-07
Total Pages: 330
ISBN-13: 1349274860
DOWNLOAD EBOOKTourism 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.
