- Shopping Bag ( 0 items )
Ships from: acton, MA
Usually ships in 1-2 business days
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.
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