International marketing strategy : analysis, development and implementation
著者
書誌事項
International marketing strategy : analysis, development and implementation
South-Western Cengage Learning, c2008
5th ed
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
The fifth edition of this best selling text, International Marketing Strategy, has been revised and updated and, as ever, offers a perceptive, practical and up-to-date look into the ever-changing world of international marketing. All the cases and illustrations have been revised and there is much new material on emerging markets, in particular China, India and Eastern Europe. International Marketing Strategy is arranged into 3 clear parts analysis, strategy development and implementation. This tried and tested structure emphasises the importance of developing the skills, aptitude and awareness needed to make a manager successful in a global and diverse market place.
目次
PART 1: ANALYSIS 1. An introduction to international marketing 2. The international trading environment 3. Social and cultural considerations on international markets 4. International marketing research and opportunity analysis PART 2: STRATEGY DEVELOPMENT 5. International niche marketing strategies for small and medium-sized businesses 6. Global strategies 7. Market entry strategies 8. International product and service management PART 3: IMPLEMENTATION 9. Internal communications 10. The management of international distribution and logistics 11. Pricing for international markets 12. International marketing implementation through enabling technologies
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