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9781426628467

International Marketing

by
  • ISBN13:

    9781426628467

  • ISBN10:

    1426628463

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2008-02-04
  • Publisher: Atomic Dog

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Summary

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.

Table of Contents

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
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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