International marketing : An SME perspective [printed text] / Sean De Burca, Author ; Richard Fletcher, Author ; Linden Brown, Author . - Harlow : Prentice Hall Financial Times, 2004 . - xxxii, 720 p. : ill (b & w) ; 25 cm.
ISBN : 978-0-273-67323-1
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

Class number:	658.8
Abstract:	Unlike other international marketing texts, International Marketing, An SME Approach, 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. Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, 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.
Contents note:	Contents; Preface; About the Authors Part A The International Marketing Environment 1 The Rationale for International Marketing; 2 Appreciating the International Economic and Financial Environment; 3 Catering for the Cultural Environment of International Business; 4 Avoiding the Pitfalls of the International Political and Legal Environment; 5 The Information Technology Environment; 6 Researching International Markets - Case Study 1. Inditex-Zara; Case Study 2. Jurys Hotel Group plc; Case Study 3. The battle for the skies; Case Study 4 Ciranet in Egypt; Case Study 5. The cat that conquered the world: Hello Kitty and the spread of Nippon culture; Case Study 6. HP-Compaq Part B The International Marketing Mix 7 International Market Selection and Entry; 8 Modifying Products for International Markets; 9 Marketing Services Internationally; 10 Promotions in International Marketing; 11 International Pricing for Profit; 12 Effective International Distribution - Case Study 7. Accenture; Case Study 8. Kylemore Abbey; Case Study 9. 2003 Speical Olympics World Summer Games; Case Study 10. From exporters to global producers: the big four Australian wine companies; Case Study 11. Abrakebabra; Case Study 12. MCC - SMART Car Part C International Marketing Strategy 13 Planning and Strategy for International Marketing; 14 Gaining International Competitive Advantage; 15 International Competitive Marketing Strategy and Competitive Position; 16 Globalisation; 17 Relationships, Networks and Strategic Alliances - Case Study 13. Megazyme; Case Study 14. Waterford Crystal; Case Study 15. Bulmers: a case in strategic learning; Case Study 16. Know thy competitor; Case Study 17. AIB Credit Card Centre: supplier management and relationship development Part D Contemporary Challenges in International Marketing 18 Incorporating international trade relations into international marketing; 19 Electronic Commerce in International Marketing - Case Study 18. www.coffeelife.net.cn; Case Study 19. Combining ERP and internet technologies Index.