International Marketing

Name: International Marketing
Price: 23.66 USD
Availability: InStock
ISBN: 9781426628467

ISBN-10: 1426628463

ISBN-13: 9781426628467

Edition: 3rd 2009 (Revised)

Authors: Dana-Nicoleta Lascu

List price: $235.95

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Description:

International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.

Book details

List price: $235.95
Edition: 3rd
Copyright year: 2009
Publisher: CENGAGE Learning Custom Publishing
Publication date: 2/4/2008
Binding: Paperback
Size: 8.50" wide x 11.25" long x 0.75" tall
Weight: 2.398
Language: English




Introduction To International Marketing



Scope, Concepts, and Drivers of International Marketing



The International Marketing Environment



An Overview of the International Marketing Environment



International Trade: Institutional Barriers and Facilitators



Regional Economic and Political Integration



Cultural Influences on International Marketing Chapter Objectives



International Marketing Strategy Decisions



International Marketing Research: Practices and Challenges



International Strategic Planning



Expansion Strategies and Entry Mode Selection



Managing The International Marketing Mix



roducts and Services: Branding Decisions in International Markets



International Product and Service Strategies



Managing International Distribution Operations and Logistics



International Retailing



The International Promotional Mix and Advertising Strategies



International Publicity, Public Relations, and Sales Promotion Strategies



International Personal Selling and Personnel Management



International Pricing Strategy



International Marketing Strategy: Implementation



Organizing and Controlling International Marketing Operations and Perspectives for the Future