TY  - BOOK
AU  - Bridgewater,Susan
AU  - Egan,Colin
TI  - International marketing relationships
SN  - 0333733770 (hrdbk.)
U1  - 658.848 21
PY  - 2002///
CY  - Houndmills, Basingstoke, Hampshire, New York
PB  - Palgrave
KW  - Export marketing
KW  - Relationship marketing
KW  - Brand name products
KW  - Business networks
KW  - Strategic alliances (Business)
N1  - 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
N2  - 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.
UR  - http://www.loc.gov/catdir/bios/hol051/2001058777.html
UR  - http://www.loc.gov/catdir/toc/hol031/2001058777.html
UR  - http://www.loc.gov/catdir/description/hol031/2001058777.html
ER  -