Global marketing : foreign entry, local marketing, and global management
著者
書誌事項
Global marketing : foreign entry, local marketing, and global management
（The Irwin series in marketing）
Irwin, c1997
大学図書館所蔵 件 / 全11件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text focuses on the environment of politics, finance, legal and economic regions of marketing. The text has course versatility with a three-way partition allowing instructors to construct alternative courses outlines with which to use the text. It allows a shorter markerting course going straight from the first three chapters to chapter 11; an international marketing element focussing on the local marketing and the global manegemnt sections; and an "export marketing" course derived from the text selected from the foreign entry chapters.
目次
- Fundamentals
- the global marketing job
- theoretical foundations
- cultural foundations
- foreign entry
- country attractiveness
- export expansion
- licensing, strategic alliances, FDI
- local marketing
- local buyer behaviour
- local marketing research
- local marketing in mature and new growth markets
- local marketing in emerging markets
- global management
- globalizing marketing
- global products and services
- global pricing
- global distribution
- global advertizing
- global promotion and personal selling
- organizing for global marketing
- the future of global marketing.
「Nielsen BookData」 より
