International marketing
Author(s)
Bibliographic Information
International marketing
Dryden Press, c1998
5th ed
Available at / 8 libraries
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Note
Includes bibliographical references and indexes
Description and Table of Contents
Description
The second best selling text which is well known for its extremely current coverage, unique chapter coverage, and prestigious author team who have consulted or taught all over the world. Features: * Prestigious author team on the cutting edge of international business and marketing through involvement with frequent consulting engagements and projects with the U.S. Department of State and organizations all over the world. * The text reflects both the theory and application of international marketing by offering research insights from around the globe and showing how corporate practices are adjusting to the marketplace realities of today. * Marketing is examined from a truly global perspective rather than just from the U.S. point of view. By addressing, confronting, and analyzing the existence of different environments, the need for awareness, sensitivity, and adaptation is highlighted. * Students receive a full-colour world map free inside each copy of the text. New to this edition: * The fifth edition is now divided into four parts instead of three, with the separation of marketing in transition.
This is designed to pay appropriate attention to emerging markets, changing marketing practices, and to cast a predictive look to future developments and their possible impact. * A new Chapter 14, "Marketing Research and Strategic Planning", is dedicated to the discussion of the global strategic planning framework, which addresses market choice, competitive strategy, and international market segmentation. * Chapter 16, "Product and Brand Management", contains a new section dealing with brand management and how marketers can build global, national, and local brands. * To more fully integrate the technology and information revolution, many boxed items and in-text vignettes feature the web site addresses of the companies discussed. * A new appendix addresses directly the relationship between geography and international marketing. * Text features the addition of several "International Marketplace" boxes and case studies which focus on the long-neglected continent of Africa.
Table of Contents
Part I: The International Environment. The International Marketing Imperative. Appendix A: Basics of Marketing. Appendix B: Geography and International Marketing. International Trade Institutions and U.S. Trade Policy. The Cultural Environment. The Economic Environment. The Financial Environment. The Political and Legal Environment. Part II: Beginning International Marketing Activities. Building the Knowledge Base. Appendix A: Monitors of International Issues. Appendix B: International Data Base Information. Appendix C: Internet Addresses for International Marketing Research. The Export Process. Product Adaptation. Export Pricing Strategies. Communication Strategies. Channels and Distribution Strategies. Licensing, Franchising and Export Intermediaries. Part III: Global Marketing Management. Marketing Research and Strategic Planning. Global Market Expansion. Product and Brand Management. Services Marketing. Global Pricing Strategies. Logistics. Promotional Strategies. Organisation, Implementation and Control. Part IV: Transitions in Marketing. Countertrade. Newly Emerging Markets. The Future.
by "Nielsen BookData"