International Marketing

ISBN-10: 1426628463
ISBN-13: 9781426628467
Edition: 3rd 2009
List price: $232.95 Buy it from $21.10
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Description: International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are  More...

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Book details

List price: $232.95
Edition: 3rd
Copyright year: 2009
Publisher: CENGAGE Learning Custom Publishing
Publication date: 2/4/2008
Binding: Paperback
Size: 8.50" wide x 11.25" long x 0.75" tall
Weight: 2.398
Language: English

International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.

Introduction To International Marketing
Scope, Concepts, and Drivers of International Marketing
The International Marketing Environment
An Overview of the International Marketing Environment
International Trade: Institutional Barriers and Facilitators
Regional Economic and Political Integration
Cultural Influences on International Marketing Chapter Objectives
International Marketing Strategy Decisions
International Marketing Research: Practices and Challenges
International Strategic Planning
Expansion Strategies and Entry Mode Selection
Managing The International Marketing Mix
roducts and Services: Branding Decisions in International Markets
International Product and Service Strategies
Managing International Distribution Operations and Logistics
International Retailing
The International Promotional Mix and Advertising Strategies
International Publicity, Public Relations, and Sales Promotion Strategies
International Personal Selling and Personnel Management
International Pricing Strategy
International Marketing Strategy: Implementation
Organizing and Controlling International Marketing Operations and Perspectives for the Future

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