International Marketing (6th International student edition)

International Marketing (6th International student edition)

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

1 - 2 weeks availability

Description

* 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 field * Emphasizes the multilateral nature of marketing * Prepares readers to manage global marketing activities in an increasingly competitive environment

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Contents

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

  • publication date: 12/09/2014
  • ISBN13: 9781118830284
  • Format: Paperback
  • Number Of Pages: 624
  • ID: 9781118830284
  • weight: 1062
  • ISBN10: 1118830288
  • edition: 6th International student edition

Delivery Information

  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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