This new edition of International Marketing has been updated to offer upper-level and graduate students a text that reflects both the theory and application of international marketing. The text covers the entire range of international marketing practices, beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting global marketers. Special emphasis in this edition is given to the impact of technology and e-commerce on marketing communications, channels, logisitics, and research.
Auflage
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Editions-Typ
Illustrationen
col. Illustrations, col. maps, col. ports.
Maße
Höhe: 283 mm
Breite: 223 mm
Gewicht
ISBN-13
978-0-03-031378-3 (9780030313783)
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Schweitzer Klassifikation
The international environment; the international marketing imperative; international trade institutions and US trade policy; the cultural environment; the economic environment; the financial environment; the international political and legal environment; beginning international marketing activities; building the knowledge base; the export process; licensing, franchising, and export intermediaries; product adaptation; export pricing strategies; international communications; channels and distribution strategies; global marketing management; global strategic planning; global market expansion; product and brand management; services marketing; global pricing strategies; logistics; global promotional strategies; marketing organization, implementation, and control; international marketing transitions; countertrade; newly emerging markets; the future.
