International marketing
Author(s)
Bibliographic Information
International marketing
(The Irwin series in marketing)(McGraw-Hill international editions, . Marketing series)
Irwin, 1997
9th ed., international ed
Available at 3 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
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.
Table of Contents
- 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.
by "Nielsen BookData"