TY  - BOOK
AU  - De Búrca,Seán
AU  - Fletcher,Richard
AU  - Brown,Linden
TI  - International marketing :an SME perspective
SN  - 9780273673231
AV  - HF1416.D4 2004 
U1  - 658.848 22
PY  - 2004///
CY  - England
PB  - Financial Times
KW  - Export marketing
KW  - fast
KW  - Marketing
KW  - gnd
KW  - Internationalität
N1  - Includes bibliographical references and index; pt. A. The International marketing environment -- 1. The rationale for international marketing -- 2. Appreciating the international economic and financial environment -- 3. Catering for the cultural environment of international business -- 4. Avoiding the pitfalls of the international political and legal environment -- 5. The information technology environment -- 6. Researching international markets -- pt. B. The international marketing mix -- 7. International market selection and entry -- 8. Modifying products for international markets -- 9. Marketing services internationally -- 10. Promotion in international marketing -- 11. International pricing for profit -- 12. Effective international distribution -- pt. C. International marketing strategy -- 13. Planning and strategy for international marketing -- 14. Gaining international competitive advantage -- 15. International competitive marketing strategies and competitive position -- 16. Globalisation -- 17. Relationships, networks and strategic alliances -- pt. D. Contemporary challenges in international marketing -- 18. Incorporating international trade relations into international marketing -- 19. Electronic commerce in international marketing
N2  - "Geared toward undergraduate and postgraduate students studying international marketing, International Marketing, An SME Perspective blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape."--Jacket
ER  -