Global marketing : foreign entry, local marketing, and global management
Material type: TextSeries: Irwin series in marketingPublication details: Chicago : Irwin, ©1997Description: xx, 716 pages : illustrations (some color), color mapsISBN: 9780256160510 ; 0256160511Subject(s): Export marketingDDC classification: 658.848Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Lending Books | Main Library Stacks | Reference | 658.848 JOH (Browse shelf(Opens below)) | Available | 007341 |
Includes index
Fundamentals; the global marketing job; theoretical foundations; cultural foundations; foreign entry; country attractiveness; export expansion; licensing, strategic alliances, FDI; local marketing; local buyer behaviour; local marketing research; local marketing in mature and new growth markets; local marketing in emerging markets; global management; globalizing marketing; global products and services; global pricing; global distribution; global advertizing; global promotion and personal selling; organizing for global marketing; the future of global marketing.
This text focuses on the environment of politics, finance, legal and economic regions of marketing, with a three-way partition allowing instructors to construct alternative courses outlines on the topics of global marketing, international marketing and export marketing.
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