International Marketing (6th Edition In... | WHSmith Books
International Marketing (6th Edition International Student Version)

International Marketing (6th Edition International Student Version)

By: Masaaki Kotabe (author), Kristiaan Helsen (author)Paperback

Up to 2 WeeksUsually despatched within 2 weeks


Offering more real-world application and experience, this book arms marketing professionals with a true understanding of the concepts needed to achieve a global reach Uncovers all the latest trends and hot topics in the fieldEmphasizes the multilateral nature of marketingPrepares readers to manage global marketing activities in an increasingly competitive environment


Chapter 1 - Globalization Imperative Chapter 2 - Economic Environment Chapter 3 - Financial Environment Chapter 4 - Global Cultural Environment and Buying Behavior Chapter 5 - Political and Legal Environment Chapter 6 - Global Marketing Research Chapter 7 - Global Segmentation and Positioning Chapter 8 - Global Marketing Strategies Chapter 9 - Global Market Entry Strategies Chapter 10 - Global Product Policy Decisions Chapter 11 - Global Product Policy Decisions Chapter 12 - Global Pricing Chapter 13 - Global Communication Strategies Chapter 14 - Sales Management Chapter 15 - Global Logistics and Distribution Chapter 16 - Export and Import Management Chapter 17 - Planning, Organization, and Control of Global Marketing Operations Chapter 18 - Marketing Strategies for Emerging Markets Chapter 19 - Global Marketing and the Internet Chapter 20 - Sustainable Marketing in the Global Marketplace Cases Subject Index Author Index Company Index

Product Details

  • ISBN13: 9781118830284
  • Format: Paperback
  • Number Of Pages: 624
  • ID: 9781118830284
  • weight: 1082
  • ISBN10: 1118830288
  • edition: 6th Edition International Student Version

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