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
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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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