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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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