Whilst its orientation stays the same treating international marketing with an exporting slant, this second edition includes: a chapter on non-export modes of entry (eg. investment, licensing, joint venture and other forms of strategic alliances) and improved coverage of EU international marketing. The chapter on the international environment has been divided into two and includes additional material on cultural differences. The discussion on marketing research is covered in more depth and includes material on the organization and control of operations.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Pearson Education Limited
Zielgruppe
Für die Erwachsenenbildung
Für höhere Schule und Studium
Für Beruf und Forschung
Editions-Typ
Maße
Höhe: 234 mm
Breite: 172 mm
Gewicht
ISBN-13
978-0-201-62404-5 (9780201624045)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
International marketing and exporting; bases of international marketing; the international environment; export market selection - definition and strategies; information for international marketing decisions; export market entry strategies; export entry modes; non-export entry modes; product decisions; pricing decisions; financing and methods of payment; promotion and marketing communications; the export order and physical distribution; organization of international marketing activities.
