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Cengage Learning EMEA Higher Education
International E-Business Marketing

International E-Business Marketing


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Product Details

ISBN-13: 9781861529459
Publisher: Cengage Learning EMEA Higher Education
Publication date: 04/27/2004
Edition description: New Edition
Pages: 352
Product dimensions: 7.46(w) x 9.68(h) x 0.69(d)

Table of Contents

PART 1: THE NATURE OF E-BUSINESS. 1. Introduction: e-business, marketing strategy and the international environment. 2. The Internet and its impact on international marketing. 3. The Internet and the e-value chain. PART II: INTERNATIONAL MARKETING STRATEGY & E-BUSINESS. 4. The Internet, foreign market entry, internationalization and globalization. 5. International competitive strategy in the electronic environment. 6. Relationships, networks and strategic alliances in an Internet world. PART III: THE INTERNATIONAL ENVIRONMENT OF E-BUSINESS. 7. Legal and tax issues in the global electronic environment. 8. The political minefield of marketspace. 9. Accommodating culture in international business strategy. PART IV: MARKETING TACTICS AND E-BUSINESS. 10. Products, services and pricing in marketspace. 11. International e-business distribution and logistics. 12. Effective international promotion strategies using the Internet. Index.

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