Strategic international marketing : an advanced perspective / edited by T.C. Melewar, Suraksha Gupta.

By:

T.C Melewar

Contributor(s):

Material type:

TextPublication details: Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2012.Description: xxvii, 303 p. : ill. ; 25 cmISBN:

9780230580244 (pbk.)

Subject(s):

LOC classification:

HF1416 .S84 2012

Online resources:

Cover image

Contents:

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.

Summary: "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"--

Item type:

General circulation books

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
General circulation books	Presbyterian University of East Africa - Main Library General Stacks	Non-fiction	HF1416 .S84 2012 (Browse shelf(Opens below))	1	Available	2014-1183
General circulation books	Presbyterian University of East Africa - Nairobi Library Children's Area	Non-fiction	HF1416 .S84 2012 (Browse shelf(Opens below))	2	Available	2014-1184

Includes bibliographical references and index.

"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"--

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