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International marketing : a global perspective.

By: Contributor(s): Material type: TextTextPublication details: London : Thomson, 2006.Edition: 3rd ed. / Hans Mühlbacher, Helmuth Leihs, Lee DahringerDescription: xxvi, 737 p. : col. ill., col. maps ; 28 cmISBN:
  • 9781844801329:
  • 1844801322
Subject(s): DDC classification:
  • 658.848
Online resources:
Contents:
[PART I: STRATEGIC ANALYSIS] Challenge of globalization -- Potential market assessment: determination of attractive markets -- Potential market assessment: economic environment. -- Potential market assessment: political and legal environment -- Potential market assessment: cultural environment -- Operating environment assessment: firms competitive position -- International marketing intelligence.
[PART II: BASIC STRATEGIC DECISIONS] Intended strategic position -- Rules of business behavior -- Resource allocation.
[PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION] International product management -- International distribution management -- International sales management -- International marketing logistics -- International market communications -- International pricing decisions -- International marketing plan.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Wexford Campus Library Wexford General Lending 658.848 (Browse shelf(Opens below)) 1 Available 62703

Previous ed.: 1999.

Includes bibliographical references and index.

[PART I: STRATEGIC ANALYSIS] Challenge of globalization -- Potential market assessment: determination of attractive markets -- Potential market assessment: economic environment. -- Potential market assessment: political and legal environment -- Potential market assessment: cultural environment -- Operating environment assessment: firms competitive position -- International marketing intelligence.

[PART II: BASIC STRATEGIC DECISIONS] Intended strategic position -- Rules of business behavior -- Resource allocation.

[PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION] International product management -- International distribution management -- International sales management -- International marketing logistics -- International market communications -- International pricing decisions -- International marketing plan.

47.99

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