International Marketing and Export Management

Prof Gerald Albaum; Edwin Duerr

ISBN 10: 0201419645 ISBN 13: 9780201419641

Publisher: Financial Times/ Prentice Hall, 1998

Synopsis

As international trade barriers continue to disappear, more small and medium sized companies are gaining access to international markets. For such companies exporting is a central part of the international marketing process.The third edition of this text retains its unique coverage giving students a realistic picture of marketing strategies in the international arena. New features of the third edition include an analysis of the impact of government and politics and the effects of the latest technologies.

About this title

From the Back Cover

As trade barriers continue to fall away it is not only a few, large multinational companies that benefit from increased access to international markets. Many more small and medium sized operations, that may never physically expand beyond their country of origin, rely ever more heavily on income from foreign markets. For such companies exporting - with many processes and activities common to marketing - will always be the most important international activity they undertake. The Third Edition of International Marketing and Export Management retains its unique coverage of these closely related subjects, and is therefore the best placed text to give students and practitioners alike a realistic picture of marketing strategies in the international arena. Key Features

Case studies from companies of varied sizes and operating in a wide range of markets Presents balanced and realistic view of companies' international marketing strategies Provides assignments, discussion questions and references throughout New to this edition- Student friendly two colour design 13 new cases including IKEA, Adidas, Unilever and Lego Further Reading sections and a Glossary of key terms Coverage of the role of government and Politics Analysis of the effects of the latest technology Up-dated with respect to all major new trends in the field This text is ideal for undergraduate and postgraduate courses in International Marketing or Export Management. It can also be used as a supplementary text on International Business courses and as a useful source of reference to even the most experienced practitioners. Gerald Albaum is Professor of Marketing at University of Oregon, USA and Senior Research Fellow at the IC2 [editor- 2 in superscript] Institute at University of Texas at Austin, USA. He is also a frequent Visiting Professor at Hong Kong University of Science and Technology. Jesper Strandskov is a Professor at Aarhus School of Business, Denmark. Edwin Duerr is a Professor at San Francisco State University, USA.

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 1998
• Language: English
• ISBN 10: 0201419645
• ISBN 13: 9780201419641
• Binding: Textbook Binding
• Edition number: 3
• Number of pages: 576