International Marketing / Edition 8

International Marketing / Edition 8

by Vern Terpstra, Ravi Sarathy, Ravi Sarathy
     
 

ISBN-10: 0030211123

ISBN-13: 9780030211126

Pub. Date: 08/28/1999

Publisher: South-Western

Drawing on the extensive and unparalleled international marketing experience of its authors, International Marketing takes a comprehensive look at the environment, problems, and practices of today's international marketing arena. This text gives students a real-world taste of this dynamic field, preparing them for entry into the marketing workplace of the 21st

Overview

Drawing on the extensive and unparalleled international marketing experience of its authors, International Marketing takes a comprehensive look at the environment, problems, and practices of today's international marketing arena. This text gives students a real-world taste of this dynamic field, preparing them for entry into the marketing workplace of the 21st century.

Product Details

ISBN-13:
9780030211126
Publisher:
South-Western
Publication date:
08/28/1999
Series:
The Dryden Press Series in Marketing
Edition description:
Subsequent
Pages:
784
Product dimensions:
8.80(w) x 11.90(h) x 1.20(d)

Table of Contents

Part I. The International Environment. 1. Introduction: The Concept of Global Marketing. 2. Economic Environment: The World Economy. 3. Economic Environment: The Foreign Economies. 4. The Cultural Environment: The People of the World. 5. The Political-Legal Environment. Part II. International Marketing Management. 6. Global Marketing Strategy. 7. International Marketing Intelligence. 8. International Product Policy: The Basic Product and Its Attributes. 9. International Product Policy: New-Product Development and Product-Line Policies. 10. Distribution: Foreign-Market Entry. 11. Distribution: Foreign-Market Channels and Global Logistics. 12. International Promotion: Advertising. 13. International Promotion: Other Factors. 14. Pricing in International Marketing: I. 15. Pricing in International Marketing: II. 16. International Marketing of Services. Part III. Coordinating International Marketing. 17. Planning, Organization, and Control of International Marketing. 18. Information Technology: The Internet and International Marketing. 19. The Future of International Marketing

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