International marketing
著者
書誌事項
International marketing
(The Irwin series in marketing)(McGraw-Hill international editions, . Marketing series)
Irwin, 1997
9th ed., international ed
大学図書館所蔵 全3件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text explains how the culture and environment of different countries affect marketing strategy. It features a new organization that draws attention to the role of research and market segmentation in the global marketing process. This edition covers topics such as the Emerging Markets, the WTO and relationship marketing. It emphasizes emerging trends including Strategic International Alliances, Green Marketing, TQM and the Japanese Distribution System. Coverage of new and expanded market groups resulting from the North American Free Trade Agreement, European Economic Area, Enterprise for Americas Initiative, Commonwealth of Independent States, New Republics and Baltic States are also included. Case studies are also featured.
目次
- Part I A overview: scope and challenge of international marketing
- global business environment. Part II The cultural environment of global markets: geography and history - the foundation of cultural understanding
- cultural dynamics in assessing global markets
- business customs and practice in global marketing
- the political environment
- the international legal environment. Part III Assessing global marketing regions and market groups. Part IV Developing global strategies: developing global marketing strategies - planning and organization
- export trade mechanics and logistics
- developing consumer products for global markets
- marketing industrial products and business services
- the global advertising and promotion effort
- personal selling and personnel management
- the international distribution system
- pricing for global markets. Part V Corporate context of marketing: financial requirements for global marketing
- the country notebook
- cases.
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