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eISBN : 9781260568936

Sommaire : Part One An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade

Part Two The Cultural Environment of Global Market
3. History and Geography: The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Culture, Management Style, and Business Systems
6. The Political Environment: A Critical Concern
7. The International Legal Environment: Playing by the Rules

Part Three Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Economic Development and the Americas
10. Europe, Africa, and the Middle East
11.The Asia Pacific Region

Part Four Developing Global Marketing Strategies
12. Global Marketing Management: Planning and Organization
13. Products and Services for Consumers
14. Products and Services for Businesses
15. International Marketing Channels
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets

Part Five Implementing Global Marketing Strategies
19. Inventive Negotiations with International Customers, Partners, and Regulators

Part Six Supplementary Material
The Country Notebook: A Guide for Developing a Marketing Plan

Cases can be found in SmartBook or the Instructor Resources within Connect

Nbre volumes : 0

Langue : Anglais

Edition : 18ème

Illustration(s) : Schémas ; Photographie(s)

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque