an advanced perspective T.C Melewar creator Melewar, T. C. Gupta, Suraksha. text bibliography nyu Houndmills, Basingstoke, Hampshire New York Palgrave Macmillan 2012 monographic eng

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xxvii, 303 p. : ill. ; 25 cm. "Strategic International Marketingaims to be the reference text of choice for readers seeking an international perspective for planning and organizing product or service management in global markets. It offers the most recent ideas, trendsand original research in the theory andpractice of global marketing strategy and tactics in an easy to read format and illustrative case studies.Based around the 7Ps of the marketing mix, it includes contributions from the leading researchers and academics in the field of international marketing"-- Machine generated contents note: -- PART 1: -- Chapter 1: Introduction to International Marketing - TC Melewar & - Suraksha Gupta -- PART 2: THE 7Ps OF THE INTERNATIONAL MARKETING MIX -- Chapter 2: Product - Stan Paliwoda -- Chapter 3: Product - Sak Onkvist & - John J Shaw -- Chapter 4: Price -- Chapter 5: Price -- Chapter 6: Place - Suraksha Gupta & - TC Melewar -- Chapter 7: Place -- Chapter 8: Promotion - Don E Schultz -- Chapter 9: Promotion - Patrick de Pelsmacker & - Cauberghe Verolien -- Chapter 10: People - Klement Podnar & - Zlatko Jancic -- Chapter 11: People - Michael R Czinkota & - A Coskun Samli -- Chapter 12: Processes - Repo K Lindberg & - Christian Gronroos -- Chapter 13: Processes -John Cadogan -- Chapter 14: Physical Evidence - Adrian Palmer -- Chapter 15: Physical Evidence - Keith Dinnie -- PART 3: DISCUSSION & - CONCLUSION -- Chapter 16: Future Directions - John Saunders -- Chapter 17: Conclusion - TC Melewar & - Suraksha Gupta. edited by T.C. Melewar, Suraksha Gupta. Includes bibliographical references and index. Export marketing International business enterprises BUSINESS & ECONOMICS / Marketing / Research BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / General HF1416 .S84 2012 9780230580244 (pbk.) 2011049935 http://www.netread.com/jcusers2/bk1388/244/9780230580244/image/lgcover.9780230580244.jpg http://www.netread.com/jcusers2/bk1388/244/9780230580244/image/lgcover.9780230580244.jpg PUL 111216 20150814144722.0 17087025 PUL