International Marketing / Edition 15

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Overview

This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.
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Product Details

  • ISBN-13: 9780073529943
  • Publisher: McGraw-Hill Companies,Inc.
  • Publication date: 9/24/2010
  • Edition description: Older Edition
  • Edition number: 15
  • Pages: 742
  • Sales rank: 283,383
  • Product dimensions: 8.40 (w) x 11.00 (h) x 1.10 (d)

Table of Contents

Part I An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of Global Business
Part II The Cultural Environment of Global Markets
3. Geography and History: The Foundation of Cultural Understanding (in color!!!!)
4. Cultural Dynamics in Assessing Global Markets
5. Business Customs and Practices in Global Marketing
6. The Political Environment: A critical issue
7. Playing by the Rules: The International Legal Environment
Part III Assessing Global Market Opportunities
8. Developing a Global vision through market research
9. Emerging Markets of the world
10. Multinational Market Regions and Market Groups
Part IV Developing Global Marketing Strategies
11. Creating Products and Services for Consumers in Global Markets
12. Marketing Industrial Products and Business Services
13. International Distribution Systems
14. Exporting and Special Issues for Smaller Businesses
15. Integrated Marketing Communications (in color!!!!)
(and more...)
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