INTERNATIONAL MARKETING is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world! INDICE: Part I: THE INTERNATIONAL MARKETING ENVIRONMENT.1. The Global Environment.2. International Trade Frameworks and Policy.3. The Role of Culture.4.The Economic Environment.5. The Political and Legal Environments.Part II: FINDING GLOBAL CUSTOMERS.6. The Global Consumer.7. Strategic Planning.8. Analyzing People and Markets.9. Market Entry and Expansion.10. Organization for GlobalMarketing.Part III: THE GLOBAL MARKETING MIX.11. Product Management and Global Brands.12. Marketing of Services.13. Advertising, Promotion, and Sales.14. Pricing Strategies and Tactics.15. Global Distribution and Logistics.Part IV: LEADERSHIP IN GLOBAL MARKETING.16. Social Networks and Communication.17. Leadership: Responsibility and Sustainability.18. New Directions and Challenges.Appendix. Finding Your Calling in Global Markets: Jobs and Careers.
- ISBN: 978-1-133-58839-9
- Editorial: South Western Publishing
- Encuadernacion: Rústica
- Páginas: 688
- Fecha Publicación: 23/09/2012
- Nº Volúmenes: 1
- Idioma: Inglés