International marketing : strategy, planning, market entry & implementation
著者
書誌事項
International marketing : strategy, planning, market entry & implementation
Kogan Page, 1995
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内容説明・目次
内容説明
The rapidly changing international business scene has had great impact on the strategic marketing planning and practice of all international marketing activities. This book provides those studying for the CIM Diploma with advice on market entry methods, strategy formulation and implementing marketing plans. Containing detailed short cases and statistics, this book deals with the practical problems confronting the international marketer, including the question of standardization of products and campaigns and promotional policies for industrialized, developing and less-developed countries.
目次
- Part 1 The global approach to marketing: the nature of international marketing
- the environments of international marketing
- international marketing research
- market screening and segmentation
- entering foreign markets
- organizing for international marketing
- international trade and the balance of payments
- export methods and procedures. Part 2 The markets of the world: regional analysis of world markets
- the Americas
- China, Southern Asia and the Pacific Rim
- Japan and Oceania
- Africa and the Middle East
- Europe. Part 3 Policies and issues in international marketing: international product policy
- international marketing
- international advertising
- international below-the-line promotions and business-to-business campaigns
- strategy, planning and the control of international marketing activities.
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