ISBN 13 : 978-1-4390-4137-6

Sommaire : Part I: The international marketing environment.

1. The Global Marketing Imperative. Appendix A: Basics of Marketing.
Appendix B: Geographical Perspectives on International Marketing.
2. The Economic Environment.
3. Trade Policy and Institutions.
4. The Cultural Environment. 5. The Legal and Political Environment.
5. The legal and political environment
Cases: China: Forging a Global Reputation. The Catfish Dispute. IKEA. Car Financing in China. Should Dubai Take Over U.S. Ports?. Closing the MG Rover Plants: The Aftereffects.

Part II: International market entry and development.

6. Strategic Planning.
7. Marketing Organization, Implementation and Control.
8. Research.
9. Market Entry and Expansion.
Cases: Starting and Import/Export Business. Water from Iceland. Damar International.

Part III: Export marketing mix.

10. Product Adaptation.
11. Export Pricing.
12. Marketing Communication.
13. Distribution Management.
Cases: Honeyland Manuka Honey from New Zealand. Davila-Bond and the Latin American Sweater Market. Dr. Eris - Cosmetics from Poland. Imaginarium. Joemarin Oy.

Part IV: The global marketing mix.

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.
Appendix A: Careers in International Marketing.
Cases: Polar Adidas. LPP-Reserve: Growth of a Fashion Retailer. International Marketing and the NBA. Blood Free Diamonds. Nova Scotia. The F-18 Hornet Offset.

Nbre volumes : 1

Langue : Anglais

Edition : 9ème

Lieu d'édition : FORT WORTH

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque