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The undisputed leader in international marketing, this book pioneered the environmental/cultural approach to the field. It concentrates on explaining how a nation's culture and environment should be central to any marketing strategy. Hot topics are also emphasized, including Strategic International Alliances, Green Marketing, TQM, the Japanese distribution system, NAFTA, the Commonwealth of Independent States, and much more.
Table of Contents
The Scope and Challenge of International Marketing
The Dynamic Environment of International Trade
The Cultural Environment of Global Markets
History and Geography: The Foundations of Culture
Cultural Dynamics in Assessing Global Markets Culture, Management Style, and Business Systems
The Political Environment: A Critical Concern
The International Legal Environment: Playing by the Rules
Assessing Global Market Opportunities
Developing a Global Vision through Market Research
Emerging Markets Multinational Market Regions and Market Groups
Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization
Products and Services for Consumers
Products and Consumers for Businesses
International Marketing Channels
Exporting and Logistics: Special Issues for Business
Integrated Marketing Communications and International Advertising
Personal Selling and Sales Management
Pricing for International Markets
Implementing Global Marketing Strategies
Negotiating with International Customers, Partners, and Regulators
The Country Notebook Cases
Table of Contents provided by Publisher. All Rights Reserved.