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International Marketing

Gebonden Engels 2012 9780073529974
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Samenvatting

International Marketing by Cateora, Gilly, and Graham has been a pioneer in the field of international marketing. The authors continue to set the standard in this edition with new and expanded topics that reflect the swift changes of the competitive global market, as well as increased coverage of technology's impact on the international market arena. Now with over 100 new academic articles and their findings integrated into this 16th edition!

Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, International Marketing helps students to see the cultural and environmental uniqueness of any nation or region. The 16th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated learning tools and teaching resources.

Specificaties

ISBN13:9780073529974
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:672
Uitgever:McGraw-Hill Education
Druk:16

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Inhoudsopgave

Part One-An Overview


Chapter 1: The Scope and Challenge of International Marketing 


Chapter 2: The Dynamic Environment of International Trade


Part Two-The Cultural Environment of Global Markets


Chapter 3: History and Geography: The Foundations of Culture


Chapter 4: Cultural Dynamics in Assessing Global Markets


Chapter 5: Culture, Management Style, and Business Systems 


Chapter 6: The Political Environment: A Critical Concern 


Chapter 7: The International Legal Environment: Playing by the Rules 


Part Three-Assessing Global Market Opportunities


Chapter 8: Developing a Global Vision through Marketing Research 


Chapter 9: Economic Development and the Americas


Chapter 10: Europe, Africa, and the Middle East 


Chapter 11: Asia Pacific Region


Part Four-Developing Global Marketing Strategies


Chapter 12: Global Marketing Management: Planning and Organization 


Chapter 13: Products and Services for Consumers

Chapter 14: Products and Services for Businesses


Chapter 15: International Marketing Channels


Chapter 16: Integrated Marketing Communications and International Advertising


Chapter 17: Personal Selling and Sales Management 


Chapter 18: Pricing for International Markets

Part Five-Implementing Global Marketing Strategies


Chapter 19: Negotiating with International Customers, Partners, and Regulators 


Part Six-Supplementary Material


The Country Notebook – A Guide for Developing a Marketing Plan


Cultural Analysis


Economic Analysis


Market Audit and Competitive Market Analysis


Preliminary Market Plan

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