Description:
Unlike other international marketing texts, International Marketing, An SME Perspective, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to Small and Medium-sized Enterprises, therefore the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.
'This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere.'
Dr. Thomas O' Toole,
Head of School of Business
, Waterford Institute of Technology
Geared toward undergraduate and postgraduate students studying International Marketing, International Marketing, An SME Perspective, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Other features include:
Real life examples on practical international marketing planning and strategy
Comprehensive coverage of the network perspective to international marketing
Case studies that represent problems and issues confronting managers
International Highlights in every chapter which provide a forum for classroom and tutorial discussion
Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations
To access the robust ancillary package which includes an Instructor?s Manual and PowerPoint slides, visit www.booksites.net/deburca.
Dr. Sean de Burca is Professor of Marketing, University College Dublin, Ireland.
Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney.
Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (MSAT) Group at the University of Technology, Sydney, Australia.
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