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Macmillan Higher Education Palgrave Higher Education

International Marketing

ISBN 9781403900685
Publication Date December 2008
Formats Paperback 
Publisher Palgrave

International Marketing provides a comprehensive and relevant introduction to international marketing strategies. The author, Ogenyi Omar, analyses the key issues and problems facing marketing managers in organisations around the globe whilst demonstrating practical remedies through an extensive range of real-world case studies.

OGENYI OMAR is Reader in Marketing, Dept of Marketing& Enterprise, University of Hertfordshire, UK

Introduction.- International Marketing Environment .- International Marketing Information and Research Process .- International Competitive Marketing Strategies .- Market Selection, Decisions and Entry Strategies .- Exporting and Importing Management .- International Marketing Operations and Planning .- Product and Brand Decisions for International Marketing .- Service Strategies for International Marketing .- International Channels Of Distribution And Logistics Management .- Pricing Decisions in International Markets .- Integrated International Marketing Communications .- International Business-To-Business Marketing .- Retail Internationalization and Marketing .- The Internet and International Marketing.

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The author analyses the key issues and problems facing marketing managers in organisations around the globe while demonstrating practical remedies through a range of real-world case studies.' - Times Higher Education Textbook Guide
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