9780072551228

International Marketing with PowerWeb

by ;
  • ISBN13:

    9780072551228

  • ISBN10:

    0072551224

  • Edition: 11th
  • Format: Hardcover
  • Copyright: 11/1/2001
  • Publisher: McGraw-Hill/Irwin
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List Price: $159.75

Summary

This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology¿s impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.

Table of Contents

Part One An Overview
The Scope and Challenge of International Marketing
2(26)
The Dynamic Environment of International Trade
28(28)
Part Two The Cultural Environment of Global Markets
History and Geography: The Foundations of Cultural Understanding
56(40)
Cultural Dynamics in Assessing Global Markets
96(28)
Business Customs in Global Marketing
124(26)
The Political Environment: A Critical Concern
150(26)
The International Legal Environment: Playing by the Rules
176(30)
Part Three Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research
206(32)
Emerging Markets
238(38)
Multinational Market Regions and Market Groups
276(42)
Part Four Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization
318(26)
Products and Services for Consumers
344(30)
Products and Services for Businesses
374(26)
International Marketing Channels
400(40)
Exporting and Logistics: Special Issues for Business
440(34)
Integrated Marketing Communications and International Advertising
474(38)
Personal Selling and Sales Management
512(30)
Pricing for International Markets
542(32)
Part Five Implementing Global Marketing Strategies
Negotiating with International Customers, Partners, and Regulators
574(96)
Part Six Supplementary Material
The Country Notebook--A Guide for Developing a Marketing Plan
603(10)
Cases
An Overview
613(8)
Lost in Translation: AOL's Assault on Latin America Hits Snag in Brazil
614(3)
Unilever and Nestle: An Analysis
617(1)
Nestle: The Infant Formula Incident
617(4)
The Cultural Environment of Global Marketing
621(11)
The Not-So-Wonderful World of EuroDisney--Things Are Better Now at Paris Disneyland
622(4)
Dealing with an Unexpected Bureaucratic Delay
626(1)
Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
627(2)
When International Buyers and Sellers Disagree
629(1)
How Companies React to Foreign Corruption
629(1)
Coping with Corruption in Trading with China
630(2)
Assessing Global Market Opportunities
632(11)
Asian Yuppies: Having It All
633(1)
Developing a European Website for Levi Strauss
634(1)
Konark Television India
635(4)
Swifter, Higher, Stronger, Dearer
639(4)
Developing Global Marketing Strategies
643(27)
Global Strategies: What Are They?
644(3)
Tambrands: Overcoming Cultural Resistance
647(1)
Pricing a Product in Multiple Country Markets
648(1)
Blair Water Purifiers India
649(8)
Sales Negotiations Abroad for MRI Systems
657(1)
Tough Decisions at Boeing
657(2)
National Office Machines--Motivating Japanese Salespeople: Straight Salary or Commission?
659(3)
Alan AeroSpace: Communications Satellite Sales to Japan
662(1)
AIDS, Condoms, and Carnival
662(4)
Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
666(4)
Name Index 670(7)
Subject Index 677

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