International marketing
著者
書誌事項
International marketing
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill, c2002
11th ed
- : international ed
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注記
Includes bibliographies and indexes
内容説明・目次
内容説明
This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena. Throughout the text Web icons can be found in the margins to refer readers to a Website which updates chapter material.
目次
- Part 1 An overview: the scope and challenge of international marketing
- the dynamic environment of global business. Part 2 The cultural environment of global markets: geography and history - the foundation of cultural understanding
- cultural dynamics in assessing global markets
- business customs and practices in global marketing
- the political environment - a critical issue
- playing by the rules - the international legal environment. Part 3 Assessing global market opportunities: developing a global vision through market research
- emerging markets of the world
- multinational market regions and market groups. Part 4 Developing global marketing strategies: creating products and services for consumers in global markets
- marketing industrial products and business services
- international distribution systems
- exporting and special issues for smaller businesses
- integrated marketing communications
- personal selling and sales management
- pricing and terms of payment in international markets. Part 5 Implementing global marketing strategies: negotiating with international customers, partners and regulators
- planning and organizing for global markets. Part 6 Supplementary material: the country notebook
- financing international operations
- cases.
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