MARKETING TACTICS AND STRATEGIES
1.1 Tactics/ strategies relating to marketing mix:
1.1.1 Product/ Service related
1.1.2 Distribution related
1.1.3 Price related
1.1.4 Promotion/ communication related
1.1.5 People related
1.1.6 Society related (e.g. corporate social responsibility and ethics)
1.2 Competitive positioning
1.3 Market segment strategies
Recommended texts/ readings
Fletcher, R. and Crawford, H. (2014), International Marketing: An Asia-Pacific Perspective, 6th ed., Pearson Australia.
Cateora, P.R. & Mary, C. G. & Graham, J.L. (2011). International Marketing, McGraw-Hill.
Cateora, R.P. & Mort, G.S. & D’Souza, G. & Taghian, M. & Weerawardena, J. & Graham, L.J. (2009), International Marketing, McGraw-Hill Publishing: Australia.
Czinkota, M.R. & Ronkainen, I. A. (2004), International Marketing, 7th edn. South-Western Publishing: Australia.
Fletcher, R. & Brown, L. (2002), International Marketing, An Asia-Pacific Perspective, 2nd edition. Prentice Hall Publishing: Australia.
Jain, Subhash C. (2001), International Marketing Management, 6th edn. South-Western College Publishing: United States of America.
Jeannet, J-P. and Hennessey, H.D. (2001). Global Marketing Strategies, 4th edn. Houghton Mifflin: Boston.
Johansson, J. (2000). Global Marketing: Foreign Entry, Local Marketing, & Global Management, 2nd edn. McGraw-Hill, Boston.
