ESCP Europe

Item type

Book

Language

English

Publication year

2015

Edition no.

6th ed.

ISBN

978-81-265-5750-9

"Offering more real-world application and experience, this book arms marketing professionals with a true understanding of the concepts needed to achieve a global reach Uncovers all the latest trends and hot topics in the field Emphasizes the multilateral nature of marketing Prepares readers to manage global marketing activities in an increasingly competitive environment." - from worldcat.

1. Globalization --- 2. Economic environment --- 3. Financial environment --- 4. Cultural issues and buying behaviour --- 5. Political and legal environment --- 6. Marketing research --- 7. Segmentation and positioning --- 8. Marketing strategies --- 9. Market entry strategies --- 10. Product and market development --- 11. Global pricing --- 12. Communication strategies --- 13. Sales management --- 14. Logistics and distribution --- 15. Export and import management --- 16. Planning, organization, and control of global marketing operations --- 17. Marketing in emerging markets --- 18. Sustainable marketing in the in the global marketplace --- Subject index --- Name index --- Company index..