International marketing
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, OH :
South-Western Cengage Learning ,
c2010
|
| Edition: | 9th ed. |
| Subjects: |
Table of Contents:
- 1. The global marketing imperative
- 2. Trade institutions and trade policy
- 3. The cultural environment
- 4. The economic environment
- 5. The political and legal environment
- 6. Strategic planning
- 7. Marketing organization, implementation and control
- 8. Research
- 9. Market entry and expansion
- 10. Product adaptation
- 11. Export pricing
- 12. Marketing communication
- 13. Distribution management
- 14. Global product management and branding
- 15. Global services
- 16. Global logistics and materials management
- 17. Global pricing
- 18. Global promotional strategies
- 19. International marketing and the future