Strategic international marketing: an advanced perspective

'Strategic International Marketing' collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field. TC MELEWAR is Professor of Marketing and Strategy and Head of Marketing atBrunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, UK, MARA Institute of Technology in Malaysia, Loughborough University, UK,and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France, and Humboldt University, Berlin, Germany, and is also Editor of the 'Journal of Brand Management. '. SURAKSHA GUPTA Holds a Bachelor ofCommerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad, India. She currently teaches at Brunel University, UK, and has over 15 years of industry experience, latterly as Director of Systems Research Pvt Ltd in India. INDICE: Introduction; 'T.C.Melewar '&' S.Gupta' - International Branding: Creating Global Brand Equity Through Language; 'J.C.Usunier' & 'J.Shaner' - Globalization; 'S.Onkvisit '& 'J.J.Shaw ' - Setting Prices for Global Markets; 'R.Mohd Roslin ' - Managerial Challenges in Setting Prices: Price-quality Cues,Role of the Sales Force and Global Issues; 'J.Hari' - Managing Brands with Retailers: An International Perspective; 'M.Glynn' - The Concept of Place in International Strategic Marketing Decisions; 'E.Kipnis '& 'A.Broderick' - International Marketing Communication as the Global Marketing Change Agent; 'D.E.Schultz' - The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium'; V.Cauberghe'& 'P.De Pelsmacker' - Development of the International Human Factor: InternalMarketing and Human Resource Management Perspectives; 'K.Podnar,' 'A.Kohont' & 'Z.JanD iD ' - An Analysis of the People Dimension in International Marketing; 'M.R.Czinkota' & 'A.C.Samli' - Processes: The Way Forward; 'K.Lindberg-Repo' - Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; 'M.J.French '& 'J.W.Cadogan' - The Dematerialisation of Marketing in a Global Economy; 'A.Palmer' - Physical Evidence as an Asset in Nation-brand Equity; 'K.Dinnie' - Future Directions in International Marketing:The Decade Ahead; 'R.Fletcher' & 'T.Chikweche - 'Closing; 'R.Fletcher'

• ISBN: 978-0-230-58024-4
• Editorial: Palgrave MacM
• Encuadernacion: Rústica
• Páginas: 320
• Fecha Publicación: 09/12/2011
• Nº Volúmenes: 1
• Idioma: Inglés