Logotipo librería Marcial Pons

International marketing

  • ISBN: 9780071111034
  • Editorial: McGraw-Hill Publishing Co.
  • Lugar de la edición: New York. Estados Unidos de Norteamérica
  • Edición número: 12th ed
  • Colección: McGraw Hill/Irwin series in marketing
  • Encuadernación: Rústica
  • Medidas: 28 cm
  • Nº Pág.: 697
  • Idiomas: Inglés

Papel: Rústica
46,80 €
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Resumen

INDEX: Part I An Overview 1. The Scope and Challenge of International Marketing 2. The Dynamic Environment of International Trade Part II The Cultural Environment of Global Markets 3. History and Geography: The Foundations of Culture 4. Cultural Dynamics in Assessing Global Markets 5. Culture, Management Style, and Business Systems 6. The Political Environment: A Critical Concern 7. The International Legal Environment: Playing by the Rules Part III Assessing Global Market Opportunities 8. Developing a Global Vision through Market Research 9. Emerging Markets 10. Multinational Market Regions and Market Groups Part IV Developing Global Marketing Strategies 11. Global Marketing Management: Planning and Organization 12. Products and Services for Consumers 13. Products and Consumers for Businesses 14. International Marketing Channels 15. Exporting and Logistics: Special Issues for Business 16. Integrated Marketing Communications and International Advertising 17. Personal Selling and Sales Management 18. Pricing for International Markets Part V Implementing Global Marketing Strategies 19. Negotiating with International Customers, Partners, and Regulators Part VI Supplementary Material A. The Country Notebook B. Cases

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Resumen

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