International marketing and export management
著者
書誌事項
International marketing and export management
（International business series）
Addison-Wesley, c1994
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Whilst its orientation stays the same treating international marketing with an exporting slant, this second edition includes: a chapter on non-export modes of entry (eg. investment, licensing, joint venture and other forms of strategic alliances) and improved coverage of EU international marketing. The chapter on the international environment has been divided into two and includes additional material on cultural differences. The discussion on marketing research is covered in more depth and includes material on the organization and control of operations.
目次
- International marketing and exporting
- bases of international marketing
- the international environment
- export market selection - definition and strategies
- information for international marketing decisions
- export market entry strategies
- export entry modes
- non-export entry modes
- product decisions
- pricing decisions
- financing and methods of payment
- promotion and marketing communications
- the export order and physical distribution
- organization of international marketing activities.
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