Title:
International marketing
Personal Author:
Series:
McGraw-Hill/Irwin series in marketing
Edition:
European ed.
Publication Information:
New York : Graw-Hill Pub, 1999
ISBN:
9780256236545
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000005170208 | HF1416 C373 1999 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
A revised and updated edition with examples from European and Asian markets. New to this volume are discussions on standardization versus adaptation, emerging markets, green marketing, regional market groups like the EU and non-Western management structures.
Table of Contents
| Part I An Overview |
| The Scope and Challenge of International Marketing |
| The Dynamic Environment of International Trade |
| Part II The Cultural Environment of Global Markets |
| History and Geography: The Foundations of Culture |
| Cultural Dynamics in Assessing Global Markets Culture, Management Style, and Business Systems |
| The Political Environment: A Critical Concern |
| The International Legal Environment: Playing by the Rules |
| Part III Assessing Global Market Opportunities |
| Developing a Global Vision through Market Research |
| Emerging Markets Multinational Market Regions and Market Groups |
| Part IV Developing Global Marketing Strategies |
| Global Marketing Management: Planning and Organization |
| Products and Services for Consumers |
| Products and Consumers for Businesses |
| International Marketing Channels |
| Exporting and Logistics: Special Issues for Business |
| Integrated Marketing Communications and International Advertising |
| Personal Selling and Sales Management |
| Pricing for International Markets |
| Part V Implementing Global Marketing Strategies |
| Negotiating with International Customers, Partners, and Regulators |
| Part VI Supplementary Material |
| The Country Notebook Cases |
