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Global marketing management

By: Kotabe, MasaakiContributor(s): Helsen, KristiaanMaterial type: Text

TextPublication details: New Jersey: John Wiley & sons, 2011Edition: 5th edDescription: xxiii, 717 pages, [12] pages of plates : illustrations, mapsISBN: 9780470505748 ; 0470505745Subject(s): Export marketing -- ManagementDDC classification: 658.8

Contents:

Globalization -- Global economic environment -- Financial environment -- Cultural issues and buying behavior -- Political and legal environment -- Global marketing research -- Global segmentation and positioning -- Global marketing strategies -- Global market entry modes -- Global product development -- Marketing products and services -- Global pricing -- Communicating with the world consumer -- Sales management -- Global logistics and distribution -- Export and import management -- Planning, organization, and control of global marketing operations -- Marketing in emerging markets -- Global marketing and the Internet.

Summary: Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Reference Books	Main Library Reference	Reference	658.8 KOT (Browse shelf(Opens below))	Available		012176

Total holds: 0

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Includes index

Globalization --
Global economic environment --
Financial environment --
Cultural issues and buying behavior --
Political and legal environment --
Global marketing research --
Global segmentation and positioning --
Global marketing strategies --
Global market entry modes --
Global product development --
Marketing products and services --
Global pricing --
Communicating with the world consumer --
Sales management --
Global logistics and distribution --
Export and import management --
Planning, organization, and control of global marketing operations --
Marketing in emerging markets --
Global marketing and the Internet.

Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field.

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