International marketing
著者
書誌事項
International marketing
McGraw-Hill, c2006
2nd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available.
目次
PART I : An OverviewCHAPTER 1 The Scope and Challenge of International Marketing
CHAPTER 2 The Dynamics of International Business
PART II: The Impact of Culture on International MarketingCHAPTER 3 Geography and History: The Foundations of Cultural Understanding
CHAPTER 4 Cultural Dynamics in International Marketing
CHAPTER 5 Business Customs and Practices in International Marketing
CHAPTER 6 The International Political and Legal Environment
PART III: Assessing International Market OpportunitiesCHAPTER 7 Researching International Markets
CHAPTER 8 Emerging Markets and Market Behaviour
CHAPTER 9 Multinational Market Regions and Market Groups
PART IV Developing International Marketing StrategiesCHAPTER 10 International Marketing Strategies
CHAPTER 11 International Market Entry Strategies
CHAPTER 12 Exporting, Managing and Logistics
CHAPTER 13 Developing Consumer Products for International Markets
CHAPTER 14 Marketing Industrial Products and Business Services
CHAPTER 15 The International Distribution System
CHAPTER 16 International Advertising and Promotion
CHAPTER 17 Personal Selling and Negotiations
CHAPTER 18 Pricing for International Markets
PART V Ethical, Financial and Organisational Issues in International Marketing CHAPTER 19 Ethics and Social Responsibility in International Marketing
CHAPTER 20 Financing and Managing International Marketing Operations
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