- Item type
- Book
- Language
- anglais
- Pages
- xxxiv, 659 p.
- Edition
- 2nd
- Publication year
- 2006
- ISBN
- 0-07-710830-2
- Content notes
- SECTION I: AN OVERVIEW --- Chapter 1. The scope and challenge of international marketing --- Chapter 2. The dynamics of international business --- SECTION II: THE IMPACT OF CULTURE ON INTERNATIONAL MARKETING --- Chapter 3. Geography and history: the foundations of cultural understanding --- Chapter 4. Cultural dynamics in international marketing --- Chapter 5. Business customs and practices in international marketing --- Chapter 6. The international political and legal environment --- SECTION III: ASSESSING INTERNATIONAL MARKET OPPORTUNITIES --- Chapter 7. Researching international markets --- Chapter 8. Emerging markets and market behaviour --- Chapter 9. Multinational market regions and market groups --- SECTION IV. DEVELOPING INTERNATIONAL MARKETING STRATEGIES --- Chapter 10. Developing international marketing strategies --- Chapter 11. International market entry strategies --- Chapter 12. Exporting, managing and logistics --- Chapter 13. Developing consumer products for international markets --- Chapter 14. Marketing industrial products and business services --- Chapter 15. The international distribution system --- Chapter 16. The international advertising and promotion effort --- Chapter 17. Personal selling and negotiations --- Chapter 18. Pricing for international markets --- SECTION V. ETHICAL, FINANCIAL AND ORGANISATIONAL ISSUES IN INTERNATIONAL MARKETING --- Chapter 19. Ethical and social responsibility in international marketing --- Chapter 20. Financing and managing international marketing operations --- SECTION VI. SUPPLEMENTARY RESOURCES --- The Country Notebook: a guide for developing a marketing plan --- Case studies.
“International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available.” – from back cover.
SECTION I: AN OVERVIEW --- Chapter 1. The scope and challenge of international marketing --- Chapter 2. The dynamics of international business --- SECTION II: THE IMPACT OF CULTURE ON INTERNATIONAL MARKETING --- Chapter 3. Geography and history: the foundations of cultural understanding --- Chapter 4. Cultural dynamics in international marketing --- Chapter 5. Business customs and practices in international marketing --- Chapter 6. The international political and legal environment --- SECTION III: ASSESSING INTERNATIONAL MARKET OPPORTUNITIES --- Chapter 7. Researching international markets --- Chapter 8. Emerging markets and market behaviour --- Chapter 9. Multinational market regions and market groups --- SECTION IV. DEVELOPING INTERNATIONAL MARKETING STRATEGIES --- Chapter 10. Developing international marketing strategies --- Chapter 11. International market entry strategies --- Chapter 12. Exporting, managing and logistics --- Chapter 13. Developing consumer products for international markets --- Chapter 14. Marketing industrial products and business services --- Chapter 15. The international distribution system --- Chapter 16. The international advertising and promotion effort --- Chapter 17. Personal selling and negotiations --- Chapter 18. Pricing for international markets --- SECTION V. ETHICAL, FINANCIAL AND ORGANISATIONAL ISSUES IN INTERNATIONAL MARKETING --- Chapter 19. Ethical and social responsibility in international marketing --- Chapter 20. Financing and managing international marketing operations --- SECTION VI. SUPPLEMENTARY RESOURCES --- The Country Notebook: a guide for developing a marketing plan --- Case studies..
