International Marketing
(Sprache: Englisch)
The third edition of International Marketing provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this...
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The third edition of International Marketing provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this new edition facilitates a deeper understanding of the subject. One of the only books to take a truly international approach, it's an ideal text for students studying international marketing.
Inhaltsverzeichnis zu „International Marketing “
Part I An Overview Chapter One - The Scope and Challenge of International Marketing
Chapter Two - The Dynamics of International Markets
Part II The Impact of Culture on International Marketing
Chapter Three - Geography and History: The Foundations of Cultural Understanding
Chapter Four - Cultural Dynamics in International Marketing
Chapter Five - Business Customs and Practices in International Marketing
Chapter Six - The International Political and Legal Environment
Part III Assessing International Market Opportunities
Chapter Seven - Researching International Markets
Chapter Eight - Emerging Markets and Market Behaviour
Chapter Nine - Multinational Market Regions and Market Groups
Part IV Strategies in International Markets
Chapter Ten - International Marketing Strategies
Chapter Eleven - International Market Entry Strategies
Chapter Twelve - International Branding Strategies
Chapter Thirteen - Exporting, Managing and Logistics
Chapter Fourteen - Ethics and Social Responsibility in International Marketing
Part V Developing International Marketing Strategies
Chapter Fifteen - Product Decisions for International Markets
Chapter Sixteen - Marketing Industrial Products and Business Services
Chapter Seventeen - International Distribution and Retailing
Chapter Eighteen - Pricing for International Markets
Chapter Nineteen - International Promotion and Advertising
Chapter Twenty - Personal Selling and Negotiations
Part VI Supplementary Resources
Country Notebook
Case Studies
Autoren-Porträt von Pervez Ghauri, Philip Gateora
Professor Pervez N. Ghauri teaches International Marketing and International Business at King's College London.
Bibliographische Angaben
- Autoren: Pervez Ghauri , Philip Gateora
- 2010, 3nd ed., XXXIV, 664 Seiten, mit zahlreichen farbigen Abbildungen, Maße: 19,7 x 26,5 cm, Kartoniert (TB), Englisch
- Verlag: McGraw-Hill Higher Education
- ISBN-10: 0077122852
- ISBN-13: 9780077122850
Sprache:
Englisch
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