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International Marketing / Edition 3

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Overview

International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.

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Product Details

  • ISBN-13: 9781426628467
  • Publisher: Cengage Learning
  • Publication date: 2/4/2008
  • Edition description: Older Edition
  • Edition number: 3
  • Sales rank: 884,087
  • Product dimensions: 8.40 (w) x 10.90 (h) x 0.80 (d)

Meet the Author

Dana-Nicoleta Lascu was recently named 2005-2006 Fulbright Chair in International Business. Dana is an associate professor of marketing and chair of the marketing department at the University of Richmond, in Richmond, Virginia. She has a Ph.D. in marketing from the University of South Carolina, a Master of International Management with concentrations in marketing and finance from the American Graduate School of International Management (Thunderbird), and a B.A. in English and French from the University of Arizona. She has taught international marketing at the University of Richmond for more than a decade and has published her research in international marketing in journals such as International Marketing Review, International Business Review, European Journal of Marketing, Journal of Euromarketing, Journal of International Consumer Marketing, Journal of Teaching in International Business, and Multinational Business Review. She has organized a number of international conferences and published related proceedings (among them, the 1996 World Business Congress, in Bermuda, and the Sixth Conference on Marketing and Development, 1997, in Romania) and has participated as track chair, session chair, or conference co-chair in numerous other national and international conferences. She is on the editorial board of a number of international marketing journals. Dana Lascu worked previously as a simultaneous and consecutive translator (in English, French, and Romanian) for the Romanian government (the Central Committee if the Youth Union and the Ministry of Foreign Trade) and for the United Nations, Kigali, Rwanda, where the translated documents for the 1982 Round Table for International Aid. She also worked in international training in the United States, teaching managerial skills to civil servants from developing countries and developed related training proposals.

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Table of Contents

PART 1 - INTRODUCTION TO INTERNATIONAL MARKETING. 1: Scope, Concepts, and Drivers of International Marketing. PART 2 - THE INTERNATIONAL MARKETING ENVIRONMENT. 2: An Overview of the International Marketing Environment. 3: International Trade: Institutional Barriers and Facilitators. 4: Regional Economic and Political Integration. 5: Cultural Influences on International Marketing Chapter Objectives. PART 3 - INTERNATIONAL MARKETING STRATEGY DECISIONS. 6: International Marketing Research: Practices and Challenges. 7:International Strategic Planning. 8:Expansion Strategies and Entry Mode Selection. PART 4 - MANAGING THE INTERNATIONAL MARKETING MIX. 9: roducts and Services: Branding Decisions in International Markets. 10: International Product and Service Strategies. 11: Managing International Distribution Operations and Logistics. 12: International Retailing. 13: The International Promotional Mix and Advertising Strategies. 14: International Publicity, Public Relations, and Sales Promotion Strategies. 15: International Personal Selling and Personnel Management. 16: International Pricing Strategy. PART 5 - INTERNATIONAL MARKETING STRATEGY: IMPLEMENTATION. 17: Organizing and Controlling International Marketing Operations and Perspectives for the Future.

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