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Macmillan Higher Education Palgrave Higher Education

Strategic International Marketing

An Advanced Perspective

ISBN 9780230580244
Publication Date January 2012
Formats Paperback 
Publisher Palgrave Macmillan

Strategic International Marketing collates the most recent ideas, trends and original research to present a truly international approach to the theory and practice of marketing strategy.

Featuring contributions from some of the world's leading international marketing academics and researchers, the book considers in detail the different approaches to planning, organization and marketing in global markets. The book strikes a balance between the 3Cs of global markets (change, challenges and contributions) whilst presenting innovative perspectives on the 7Ps of strategic marketing.

Straightforward language and international case studies throughout make Strategic International Marketing an ideal companion for postgraduates and advanced undergraduates studying international or global marketing.

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.

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.Jančič
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

JEAN CLAUDE USUNIER is Professor of Marketing at HEC Lausanne, Switzerland
SAK ONKVISIT is Professor of Marketing at San Jose State University, USA
JOHN J. SHAW is Professor of Marketing at Providence College, USA
ROSMIMAH BT MOHD ROSLIN is Professor of Marketing at Universiti Teknologi MARA, Malaysia
JURG HARI is Lecturer in Marketing at the University of Applied Sciences, Switzerland
MARK GLYNN is Associate Professor of Marketing at Auckland University of Technology, New Zealand
AMANDA BRODERICK is Professor of Marketing at Durham University, UK
DON E. SCHULTZ is Professor (Emeritus) of Integrated Marketing Communication at Northwestern University, USA
PATRICK DE PELSMACKER is Professor of Marketing at the University of Antwerp, Belgium
KLEMENT PODNAR is Head of Marketing Communication and Public Relations at the University of Ljubljana, Slovenia
MICHAEL R. CZINKOTA is Associate Professor at Georgetown University, USA
KIRSTI LINDBERG-REPO is Research Director at Hanken School of Economics, Finland
JOHN CADOGAN is Professor of Marketing at Loughborough University, UK
ADRIAN PALMER is Professor of Marketing at Swansea University, UK
KEITH DINNIE is Associate Professor at Temple University, Japan
RICHARD FLETCHER is Professor of Marketing at the University of Western Sydney, Australia
JANET SHANER is Project Manager at IMD, Switzerland
EVA KIPNIS is a Lecturer in Marketing at Coventry University, UK
ANDREJ KOHONT is Graduate Research Assistant at the University of Ljubljana, Slovenia
ZLATKO JANCIC is Associate Professor of Marketing at the University of Ljubljana, Slovenia
VEROLINE CAUBERGHE is Professor of Marketing Communication at the University of Ghent, Belgium
A. COSKUN SAMLI is Professor of Marketing and International Business at the University of North Florida, USA
MARK FRENCH is a Ph.D. Student at Loughborough University, UK
TENDAI CHIKWECHE is a Ph.D. Research Fellow at the University of Western Sydney, Australia


'This is a particularly innovative book on international marketing focusing on original thought and stimulating ideas. Such high goals are achieved through a deliberate mix of research and practical orientated chapters, including appropriately (for the new global landscape) two chapters each on pricing and branding. Other topics are given a new twist: emphasising country of design rather than manufacture; international marketing communications when the consumer is control; impact of export orientation on business drivers like cash flow. Overall, well done and congratulations.' - Professor Bill Merrilees, Griffith Business School, Griffith University, Australia
'This is a wide-ranging and timely book that covers all the major marketing issues from pricing to distribution, and advertising to branding. Moreover, the authors inject two crucial elements into their discussion of these topics: their strategic relevance and their international import. As such, the book will appeal to a range of readers across a range of geographies and sectors.' - Professor Jaideep Prabhu, University of Cambridge, UK
'This is an inspiring book in which the authors have treated the subject matter in a novel manner, non mainstream yet relevant and up-to-date. The combination of new research results with more managerially-oriented chapters and newly emerging problems of international marketing provides fresh insights into the subject matter. A book worth reading by students as well as academics and managers.' - Professor Hans Mühlbacher, University of Innsbruck, Austria
'The book edited by Profs T.C. Melewar and Suraksha Gupta is an original text because global environment and branding issues as crucial elements of the 21st century marketing strategy are given a dominant position and interaction with all elements of marketing-mix. The book will be useful to practitioners and students alike.' - Professor Cedomir Nestorovic, ESSEC Paris, France
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