- Item type
- Book
- Language
- anglais
- Pages
- 662 p.
- Edition
- 5th
- Publication year
- 2009
- Content notes
- PART I: FUNDAMENTALS --- Chapter 1: The global marketing task --- Chapter 2: Theoretical foundations --- Chapter 3: Cultural foundations --- PART II: FOREIGN ENTRY --- Chapter 4: Country attractiveness --- Chapter 5: Export expansion --- Chapter 6: Licensing, strategic alliances, FDI --- PART III: LOCAL MARKETING --- Chapter 7: Understanding local customers --- Chapter 8: Local marketing in mature markets --- Chapter 9: Local marketing in new growth markets --- Chapter 10: Local marketing in emerging markets --- PART IV: GLOBAL MANAGEMENT --- Chapter 11: Global marketing strategy --- Chapter 12 Global products and services --- Chapter 13: Global branding --- Chapter 14: Global pricing --- Chapter 15: Global distribution --- Chapter 16: Global advertising --- Chapter 17: Global promotion, e-Commerce, and personal Selling --- Chapter 18: Organizing for global marketing.
"Utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. This title develops the varied skills a marketing manager needs to be successful in each of these tasks. It focuses on material that is relevant to the global context." - From Worldcat.
PART I: FUNDAMENTALS --- Chapter 1: The global marketing task --- Chapter 2: Theoretical foundations --- Chapter 3: Cultural foundations --- PART II: FOREIGN ENTRY --- Chapter 4: Country attractiveness --- Chapter 5: Export expansion --- Chapter 6: Licensing, strategic alliances, FDI --- PART III: LOCAL MARKETING --- Chapter 7: Understanding local customers --- Chapter 8: Local marketing in mature markets --- Chapter 9: Local marketing in new growth markets --- Chapter 10: Local marketing in emerging markets --- PART IV: GLOBAL MANAGEMENT --- Chapter 11: Global marketing strategy --- Chapter 12 Global products and services --- Chapter 13: Global branding --- Chapter 14: Global pricing --- Chapter 15: Global distribution --- Chapter 16: Global advertising --- Chapter 17: Global promotion, e-Commerce, and personal Selling --- Chapter 18: Organizing for global marketing..
