Mastering global markets : strategies for today's trade globalist
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, OH :
Thomson/Southwestern ,
c2004
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| Subjects: | |
| Online Access: | Table of contents |
Table of Contents:
- Pt. I The international marketing environment. 1. Why go international?
- 2. Trade's economic environment
- 3. Trade's financial mechanisms
- 4. Marketing within cultural contexts
- 5. Trade, politics, and law.
- Pt. II International marketing strategies. 6. Exporting and international market entry
- 7. Multinational and global marketing
- 8. Taking services global.
- Pt. III Managing global marketing. 9. International market research
- 10. Global product and brand management
- 11. Pricing in global markets
- 12. Global distribution and logistics
- 13. International negotiation and communication
- 14. Organizing for global marketing
- 15. Twenty-first century trade globalists