1. Introduction to International Marketing 2. Framework for International Marketing 3. European Marketing 4. International Marketing Information Systems: Marketing research 5. International Product Development 6. International Pricing 7. International Promotion 8. International Channels of Distribution 9. International Marketing Planning and Implementation
Marilyn Stone is a Senior Lecturer at
Heriot-Watt University, Edinburgh, UK specialising in international
marketing and logistics.
Ian McCall consults in cross-border business
management, having previously been a government official marketing
tropical products, a marketing and sales manager in the sugar
engineering business and a lecturer in international management. He
has published numerous books and articles on international business
and negotiation.
'This is a well-structured and lucid text covering strategic and
operational issues of marketing management in both the changing
European environment and broad international context. … very useful
for all students of international and European marketing.' -
Elzbieta Duliniec, Warsaw School of Economics'A well-presented,
topical, informative and easy-to-read text. With a focus on all of
the key concepts and a multiplicity of good industry-based
examples, the author brings out the cross-cultural issues well and
takes a strong European and New Europe perspective.' - Luiz
Moutinho, Glasgow University
'This is a well-structured and lucid text covering strategic and
operational issues of marketing management in both the changing
European environment and broad international context. … very useful
for all students of international and European marketing.' -
Elzbieta Duliniec, Warsaw School of Economics, Poland'A
well-presented, topical, informative and easy-to-read text. With a
focus on all of the key concepts and a multiplicity of good
industry-based examples, the author brings out the cross-cultural
issues well and takes a strong European and New Europe
perspective.' - Luiz Moutinho, Glasgow University, Poland
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