International Marketing (RLE International Business) : A Strategic Approach to World Markets (Hardcover)

Preface. Preface to the Revised Edition. 1. The Path Towards Internationalisation. 2. The Organisation of the International Firm ? A Conceptual Framework. 3. Marketing Ecology in International Business. 4. Market Segmentation on a Global Scale. 5. Researching International Markets. 6. Product Policies for World markets. 7. Pricing in World Markets. 8. Distribution Decisions in International Marketing. 9. Communication Strategies in World Markets. 10. Marketing Planning on an International Scale. 11. The Application of the ‘Business Portfolio’ Concept to International marketing Decisions. 12. Organising for International Marketing. 13. Creativity and Innovation in International Marketing. Introductory Note to the Cases and Their Use. 1. Alimentation Generale S A. 2. Scales Industries Inc. 3. Decrolux Limited. 4. KLM Royal Dutch Airlines ? Air Cargo. 5. Medi-Systems International Inc (M.S.I). 6. Pioneer International Limited. References. Index.