INDICE: Part I - An Overview. Chapter 1 - The Scope and Challenge of International Marketing. Chapter 2 - The Dynamic Environment of International Trade. Part II - The Cultural Environment of Global Markets. Chapter 3 - Geography and History: The Foundations of Cultural Understanding. Chapter 4 - Cultural Dynamics in Assessing Global Markets. Chapter 5 - Business Customs in Global Marketing. Chapter 6 - The Political Environment. Chapter 7 - The International Legal Environment. Part III - Assessing Global Market Opportunities. Chapter 8- Developing a Global Vision through Marketing Research. Chapter 9 - EmergingMarkets. Chapter 10 - Multinational Market Regions and Market Groups. Part IV- Developing Global Markets. Chapter 11 - Global Marketing Management: Planning and Organization. Chapter 12 - Creating Products for Consumers in Global Markets. Chapter 13 - Marketing Industrial Products and Services. Chapter 14 - Distribution Systems. Chapter 15 - Exporting and Logistics: Special Issues for the Small Business. Chapter 16 - The Global Advertising and Promotion 566ort. Chapter 17 - Personal Selling and Sales Management. Chapter 18 - Pricing for International Markets. Part V - Implementing Global Marketing Strategies. Chapter 19 - Negotiating with International Customers, Partners, and Regulators. Part VI - Supplementary Material. - The Country Notebook--A Guide for Developinga Marketing Plan. - Cases.
- ISBN: 978-607-15-0276-6
- Editorial: McGraw-Hill
- Encuadernacion: Desconocida
- Páginas: 810
- Fecha Publicación: 01/07/2010
- Nº Volúmenes: 1
- Idioma: Español