ISBN 13 : 978-1-133-58839-9

Sommaire : Part I: The international marketing environment

1. The Global Environment drivers.
2. International Trade Frameworks and Policy.
3. The Role of Culture.
4. The Economic Environment.
5. The Political and Legal Environments.

Part II: Finding global customers.

6. Consumer, Industrial and Government markets.
7. Strategic Planning.
8. Analyzing People and Markets.
9. Market Entry and Expansion.
10. Marketing Organization Implementation and Control.

Part III: The global marketing mix.

11. Product Management and Global Brands.
12. Global Marketing of Services.
13. Advertising, Promotion, and Sales.
14. Pricing Strategies and Tactics.
15. Global Distribution and Logistics.

Part IV: Leadership in global marketing.

16. Social Networks and Communication.
17. Leadership, Corporate Social Responsibility and Sustainability.
18. New Directions and Challenges.
Appendix. Finding Your Calling in Global Markets: Jobs and Careers.

Nbre volumes : 1

Langue : Anglais

Edition : 10ème

Lieu d'édition : FORT WORTH

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque