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 全11件
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.
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