International Marketing: Planning and Practice / Edition 1

International Marketing: Planning and Practice / Edition 1

by Richard Still, John S. Hill

ISBN-10: 0024055506

ISBN-13: 9780024055507

Pub. Date: 01/28/1993

Publisher: Prentice Hall Professional Technical Reference

Product Details

Prentice Hall Professional Technical Reference
Publication date:
Product dimensions:
7.59(w) x 9.58(h) x 0.94(d)

Table of Contents

Pt. 1The World Environment of International Marketing1
1Geopolitics of World Markets3
2Cultural, Political, Economic Systems and Their Interaction32
3Economic, Political and Social System Changes54
4The Financial Environment of International Marketing73
Pt. 2Assessing the International Marketing Environment105
5Appraising a Company's International Capabilities107
6Assessing International Market Opportunities and Developing Market Potentials118
7International Market Segmentation136
9Entry Strategies190
Pt. 3Implementing International Marketing Strategies207
10International Marketing Strategy209
11Marketing Consumer Products Internationally227
12Marketing Industrial Products Internationally248
13International Marketing Channels271
14International Logistics287
15Advertising and Cross-Cultural Communication309
16International Personal Selling and Sales Force Management329
17International Pricing356
Pt. 4Coordinating and Controlling Marketing Programs373
18International Market Research and Information Systems375
19Organizational Structure for International Marketing396
20Control Feedback and Adjustment412
21What the CEO Should Know About International Marketing429

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