International Marketing / Edition 6

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    Overview

    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 beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years.
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    Product Details

    • ISBN-13: 9780030313783
    • Publisher: South-Western
    • Publication date: 10/2/2000
    • Series: Marketing Series
    • Edition description: Older Edition
    • Edition number: 6
    • Pages: 880
    • Product dimensions: 8.83 (w) x 11.21 (h) x 1.42 (d)

    Table of Contents

    Preface
    Pt. 1 The International Environment
    Ch. 1 The International Marketing Imperative 2
    Ch. 2 International Trade Institutions and U.S. Trade Policy 30
    Ch. 3 The Cultural Environment 62
    Ch. 4 The Economic Environment 93
    Ch. 5 The Financial Environment 141
    Ch. 6 The International Political and Legal Environment 168
    Cases Part One
    Pt. 2 Beginning International Marketing Activities
    Ch. 7 Building the Knowledge Base 238
    Ch. 8 The Export Process 282
    Ch. 9 Product Adaptation 305
    Ch. 10 Export Pricing Strategies 335
    Ch. 11 International Communications 359
    Ch. 12 Channels and Distribution Strategies 383
    Ch. 13 Licensing, Franchising, and Export Intermediaries 421
    Cases Part Two
    Pt. 3 Global Marketing Management
    Ch. 14 Global Strategic Planning 494
    Ch. 15 Global Market Expansion 516
    Ch. 16 Product and Brand Management 539
    Ch. 17 Services Marketing 565
    Ch. 18 Global Pricing Strategies 593
    Ch. 19 Logistics 611
    Ch. 20 Global Promotional Strategies 638
    Ch. 21 Marketing Organization, Implementation, and Control 670
    Cases Part Three
    Pt. 4 International Marketing Transitions
    Ch. 22 Countertrade 746
    Ch. 23 Newly Emerging Markets 769
    Ch. 24 The Future 795
    Cases Part Four
    Name Index I-4
    Subject Index I-6
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