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Text and Cases
1 .2 Exports Turnover of Birla Tyres Source: website http://www.birlatyre.com/
Global/Worldwide Marketing Company The focus will be on allocating company
resources globally without segmentation of the corporate into domestic country ...
International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can 'going international' have on an international cost position? How can lead markets act as a guide to future developments in other countries? International Marketing takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.
International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective.
Analysis, Development and Implementation
The fifth edition of this best selling text, International Marketing Strategy, has been revised and updated and, as ever, offers a perceptive, practical and up-to-date look into the ever-changing world of international marketing. All the cases and illustrations have been revised and there is much new material on emerging markets, in particular China, India and Eastern Europe. International Marketing Strategy is arranged into 3 clear parts – analysis, strategy development and implementation. This tried and tested structure emphasises the importance of developing the skills, aptitude and awareness needed to make a manager successful in a global and diverse market place.
This textbook sets out the context, techniques and strategies involved in successful international marketing.