Taking a modern European perspective, Marketing Strategies examines marketing from different angles an order to create a broader understanding of the discipline. A radical and dynamic approach to the subject is taken, in that there is no discussion of the traditional 4 'P's, as strategies are company-specific. Instead the author integrates five of the main contemporary factors that affect marketing in the 21st century: Globalisation, the Impact of Technology, Ethics, Market Orientation and Sustainability.
Marketing Strategies is suitable for upper level courses in BA marketing modules such as marketing strategy, marketing management, as well as students studying for an MBA and a Business Studies course.
- Plethora of CIM Case Studies to give students a deeper understanding of the strategic decisions taken by a real marketing department.
- Excellent coverage of emerging areas such as new technology, marketing in different sectors and marketing performance (neglected by most strategy textbooks).
- Strong coverage of Internet issues and technology fully prepares students for marketing in the digital age.
- Comprehensive resource package for lecturer and student including Instructor's Manual, PowerPoint Slides, Teaching tips, Further Case studies, and weblinks.
2. International Marketing and Export Management
5th Edition
Gerald Albaum, Edwin Duerr, Jesper Strandskov
Nov 2004, Paperback, 688 pages
ISBN13: 9780273686347
ISBN10: 0273686348
Description
This book comprehensively covers both international marketing and export management. This is a focus on marketing decisions and management processes involved in exporting and not simply a ‘how to’ treatment of technical export details. This 5th edition has been written in response to the continually rapid changes in international marketing and the new challenges that are arising.
This book is suitable for Undergraduates and Postgraduates/MBA courses in International Marketing, Export Marketing and International Trade.
1. International marketing and exporting
2. Bases of international marketing
3. The international environment
4. Export market selection: definition and strategies
5. Information for international marketing decisions
6. Market entry strategies
7. Export entry modes
8. Nonexport entry modes
9. Product decisions
10. Pricing decisions
11. Financing and methods of payment
12. Promotion and marketing communication
13. The export order and physical distribution
14. Organization of international marketing activities
Features
- Case studies in each chapter help students understand the key issues in export marketing.
- Examples from both small, medium and large international corporations help students apply the key concepts learnt in international marketing and export management.
- Coverage of the growth of international strategic alliances provides students with an international context in this subject.
- Full coverage of non-export modes of market penetration help students think about their overall international marketing strategy.
No comments:
Post a Comment