The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context. Providing a comprehensive review of the issues facing international marketing practitioners, the authors explain the subject from a traditional, relationship and networks perspective. The book contains numerous illustrations, case vignettes and real-world examples, making it the ideal text for today's marketing student and practitioner.
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Editorial Reviews
Review
'This is a credible attempt to look at alternative viewpoints rather than just the traditional view...I thought that the bringing together of different viewpoints was useful and would be valuable for a Masters level course. There is much to praise in the book...' - Dr C Lewis, Nottingham Business School 'I enjoyed reading this book and found it an interesting essay around international marketing and the development of theory...There are also some useful in depth explanations...I found this easy to read and the earlier sections informed the latter' - Andrew Cropper, Sheffield Hallam University 'The language is clear and easy to understand, there is a good discussion of risk and a good summary of different academic approaches and theories.' - Anita Peleg, South Bank University, London
About the Author
Sue Bridgewater is a Lecturer in Marketing and Strategic Management at Warwick Business School, Universit of Warwick. Colin Egan is Professor of Strategic Management at Leicester Business School, De Montfort University.
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Inside This Book
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First Sentence:
Gummesson (1999) suggests that relationship marketing is a pair of 'eyeglasses' a reader might use to study marketing issues. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
facing international marketers, country trading house, international marketing relationships, countertrade relationships, retailer internationalization, international buying groups, international marketing decisions, international marketing organization, price harmonization, different international markets, international marketing activities, international marketing strategies, international marketing strategy, national account management, global account management, psychic distance, diamond framework, new international markets, global account manager, network perspective, trademark dispute, global standardization, internationalization process, industrial networks, value constellation Key Phrases - Capitalized Phrases (CAPs): (learn more)
Harvard Business Review, Central Europe, East Asia, The Economist, Eastern Europe, Journal of International Business Studies, Financial Times, Czech Republic, Soviet Union, Wal Mart, Hong Kong, Latin American, New View of Reality, International Marketing Review, World Bank, European Journal of Marketing, North America, Head Office, Industrial Marketing Management, Harvard Business School Press, Johnson Wax, The Economics of Change, Academic Press, Journal of Global Marketing, Lexington Books New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Gummesson (1999) suggests that relationship marketing is a pair of 'eyeglasses' a reader might use to study marketing issues. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
facing international marketers, country trading house, international marketing relationships, countertrade relationships, retailer internationalization, international buying groups, international marketing decisions, international marketing organization, price harmonization, different international markets, international marketing activities, international marketing strategies, international marketing strategy, national account management, global account management, psychic distance, diamond framework, new international markets, global account manager, network perspective, trademark dispute, global standardization, internationalization process, industrial networks, value constellation Key Phrases - Capitalized Phrases (CAPs): (learn more)
Harvard Business Review, Central Europe, East Asia, The Economist, Eastern Europe, Journal of International Business Studies, Financial Times, Czech Republic, Soviet Union, Wal Mart, Hong Kong, Latin American, New View of Reality, International Marketing Review, World Bank, European Journal of Marketing, North America, Head Office, Industrial Marketing Management, Harvard Business School Press, Johnson Wax, The Economics of Change, Academic Press, Journal of Global Marketing, Lexington Books New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 12
books:
See all 12 books this book cites
2
books
cite this book:
- Behavioural Theory of the Firm by March on page 55, and page 273
- Multinationals and Europe 1992 : Strategies for the Future (International Business Series) by B. Burgenmeier on page 217, and page 219
- Marketing by Matrix: 100 Practical Ways to Improve Your Strategic and Tactical Marketing by Malcolm McDonald on page 121
- China on the Brink by Henderson on page 229
- Competing for the Future by Harvard Business School Press on page 229
See all 12 books this book cites
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