International Marketing
Material type:
TextPublication details: Boston McGraw-Hill 2008Edition: 13thDescription: xxxii, 702pgs, ill, 28cmISBN: - 9780071274722
- 0071274723
- HF1416.C375
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| HF1416 .U85 Marketing across cultures / | HF1416 .U85 Marketing across cultures / | HF1416 .U85 Marketing across cultures / | HF1416.C375 International Marketing | HF1416.C375 International Marketing | HF1416.5 Exporting : | HF1416.5 Exporting : |
Includes indexes
1. The scope and challenge of international marketing --
2. The dynamic environment of international trade --
3. History and geography: the foundations of cultural --
4. Cultural dynamics in assessing global markets --
5. Business customs in global marketing --
6. The political environment: a critical concern --
7. The international legal environment: playing by the rules --
8. Developing a global vision through marketing research --
9. Emerging markets --
10. Multinational market regions and market groups --
11. Global marketing management: planning and organization --
12. Products and services for consumers --
13. Products and services for businesses --
14. International marketing channels --
15. Exporting and logistics: special issues for business --
16. Integrated marketing communications and international advertising --
17. Personal selling and sales management --
18. Pricing for international markets --
Cases.
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