International marketing : a global perspective.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9781844801329:
- 1844801322
- 658.848
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 |
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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