International Marketing

"International Marketing, 8e" is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education.

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Bli först med att recensera och betygsätt boken International Marketing - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

I. THE INTERNATIONAL ENVIRONMENT. 1. The International Marketing Imperative. 2. International Trade Institutions and Trade Policy. 3. The Cultural Environment. 4. The Economic Environment. 5. The International Political and Legal Environment. II. BEGINNING INTERNATIONAL MARKETING ACTIVITIES. 6. Building the Knowledge Base. 7. Exporting, Licensing, and Franchising. 8. Product Adaptation. 9. Export Pricing Strategies. 10. International Communications. 11. Channels and Distribution Strategies. III. GLOBAL MARKETING MANAGEMENT. 12. Global Strategic Planning. 13. Global Market Expansion. 14. Product and Brand Management. 15. Services Marketing. 16. Global Pricing Strategies. 17. Logistics and Supply Chain Management. 18. Global Promotional Strategies. 19. Marketing Organization, Implementation, and Control. 20. The Future.

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