XWe have detected your location as outside the U.S/Canada, if you think this is wrong, you can choose your location.

Macmillan Higher Education Palgrave Higher Education

International Marketing

ISBN 9781403900685
Publication Date December 2008
Formats Paperback 
Publisher Palgrave Macmillan

Today's marketing managers have unprecedented access to global markets; real-time information management enables us to react quickly to international opportunities and establish a presence anywhere in the world. Even so, risk and uncertainty are ever present in a complex business environment: it's essential that managers understand a broad range of markets and techniques in order to succeed.

International Marketing is the definitive guide to developing the skills and wisdom demanded on the global stage. Throughout the book, an extensive range of case-studies demonstrate the limitations of current theory and suggest practical solutions to challenging business scenarios.

Key Features:

• Expert chapters on Internet Marketing and International Retailing
• Clear learning objectives ensure consistent development
• A wide variety of examples, mini-cases, seminar case-studies and discussion questions illuminate the discipline

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

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


'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
Add a review