International marketing: analysis and strategy
"This fourth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day, and it provides the foundation required to understand the complexities of marketing on a global scale." "The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecdotal or descriptive one alone."--BOOK JACKET.
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El PART ONE OVERVIEW OF WORLD BUSINESS
The Worlds Most Indifferent Exporter
El Causes and Consequences D Some Competitive Steps
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advertising automobiles banks beneﬁts brand Brazil Businm buyer Chicago Tribune classiﬁcation commercial competitive consumers Corporation costs countries culture currency customers deﬁnition developed difﬁcult Direct Marketing distribution distributor dollar domestic economic effect European example exchange rates EXHIBIT factors ﬁnancial ﬁnancing ﬁnd ﬁrst ﬁve ﬁxed foreign markets France GTECH Hong Kong imports industry inﬂation inﬂuence Intemational international marketing International Trade Administration investment Japan Japanese Kentucky Fried Chicken laws LDCs license manufacturer marketing mix ment million MNCs modiﬁcation ofﬁce operations OPIC overseas packaging payment percent political problem proﬁt promotion protection purchase Reprinted with permission restrictions result risk selling shipment signiﬁcant South Korea Soviet Union speciﬁc standard strategy subsidiary tariffs tion trademark U.S. Department U.S. dollar U.S. exports U.S. ﬁrms U.S. market United United Kingdom West Germany