International marketing relationships /
Bridgewater, Susan.
International marketing relationships / Sue Bridgewater and Colin Egan. - xxii, 288 pages : illustrations ; 25 cm - Profitable marketing relationships series .
Includes bibliographical references and index.
List of Figures --
List of Maps --
List of Tables --
List of Boxes --
List of Case Studies --
Foreword --
Preface and Acknowledgements --
pt. I. Relationship and Network Perspectives on International Marketing --
1. Theoretical Background: A Review of Relationship and Network Perspectives of Marketing --
pt. II. Macro-Level Context --
2. The Cultural Environment --
3. The Technological Context --
4. The Economic and Political Context --
pt. III. International Marketing Strategies --
5. International Marketing Strategy --
6. Assessing Market Attractiveness --
7. The Mode of International Operation --
8. The Process of Internationalization --
pt. IV. The International Marketing Mix --
9. International Pricing --
10. Promotion --
pt. V. Regional Issues --
11. The Americas --
12. Europe --
13. Asia-Pacific --
14. Emerging Mega-Markets --
15. Less Developed Markets --
pt. VI. International Marketing Organizations --
16. International Marketing Organization --
Index.
This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers.
0333733770 (hrdbk.) 0333733789 (pbk.)
Export marketing.
Relationship marketing.
Brand name products.
Business networks.
Strategic alliances (Business)
658.848 / B.S.I
International marketing relationships / Sue Bridgewater and Colin Egan. - xxii, 288 pages : illustrations ; 25 cm - Profitable marketing relationships series .
Includes bibliographical references and index.
List of Figures --
List of Maps --
List of Tables --
List of Boxes --
List of Case Studies --
Foreword --
Preface and Acknowledgements --
pt. I. Relationship and Network Perspectives on International Marketing --
1. Theoretical Background: A Review of Relationship and Network Perspectives of Marketing --
pt. II. Macro-Level Context --
2. The Cultural Environment --
3. The Technological Context --
4. The Economic and Political Context --
pt. III. International Marketing Strategies --
5. International Marketing Strategy --
6. Assessing Market Attractiveness --
7. The Mode of International Operation --
8. The Process of Internationalization --
pt. IV. The International Marketing Mix --
9. International Pricing --
10. Promotion --
pt. V. Regional Issues --
11. The Americas --
12. Europe --
13. Asia-Pacific --
14. Emerging Mega-Markets --
15. Less Developed Markets --
pt. VI. International Marketing Organizations --
16. International Marketing Organization --
Index.
This text is designed for use on International Marketing courses taken by business studies, marketing and MBA students.Relationship and network marketing has become an important topic within business as firms realise the need to build and sustain relationships with their customers.
0333733770 (hrdbk.) 0333733789 (pbk.)
Export marketing.
Relationship marketing.
Brand name products.
Business networks.
Strategic alliances (Business)
658.848 / B.S.I