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INTERNATIONAL MARKETING is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world!
Part I: THE INTERNATIONAL MARKETING ENVIRONMENT. 1. The Global Marketing Imperative. Appendix A: Basics of Marketing. Appendix B: Geographical Perspectives on International Marketing. 2. Trade Institutions and Trade Policy. 3. The Cultural Environment. 4. The Economic Environment. 5. The Political and Legal Environment. Cases: China: Forging a Global Reputation. The Catfish Dispute. IKEA. Car Financing in China. Should Dubai Take Over U.S. Ports?. Closing the MG Rover Plants: The Aftereffects. Part II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT. 6. Strategic Planning. 7. Marketing Organization, Implementation and Control. 8. Research. 9. Market Entry and Expansion. Cases: Starting and Import/Export Business. Water from Iceland. Damar International. Parker Pen Company. Exporting Chopsticks to Japan. Part III: EXPORT MARKETING MIX. 10. Product Adaptation. 11. Export Pricing. 12. Marketing Communication. 13. Distribution Management. Cases: Honeyland Manuka Honey from New Zealand. Davila-Bond and the Latin American Sweater Market. Dr. Eris - Cosmetics from Poland. Imaginarium. Joemarin Oy. Part IV: THE GLOBAL MARKETING MIX. 14. Global Product Management and Branding. 15. Global Services. 16. Global Logistics and Materials Management. 17. Global Pricing. 18. Global Promotional Strategies. 19. International Marketing and the Future. Appendix A: Careers in International Marketing. Cases: Polar Adidas. LPP-Reserve: Growth of a Fashion Retailer. International Marketing and the NBA. Blood Free Diamonds. Nova Scotia. The F-18 Hornet Offset.
Posted November 11, 2009
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