International Marketing Management
Discovery Publishing House, 2010 - 364 pages
Contents: Organisation and Control in International Marketing Management, International Pricing Strategy, Marketing Strategy Planning, Product Policy and Planning, International Advertising, Marketing Strategy Planning for International Markets, The Firm as a Business System, International Markets, Marketed in a Consumer-Oriented Society: Appraisal and Challenges.
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Orgnanisation and Control in International Marketing Management
International Pricing Strategy
Marketing Strategy Planning
Product Policy and Plannirg
Marketing Strategy Planning for International Markets
activities adaptation American approach areas basic brand name business system campaign changes company's competition components consider consumer coordination corporate cost cultural demand developing countries diffusion distribution domestic economies of scale effective environmental Europe European evaluation example export factors firm's foreign markets functions global goals growth host country important income increase industry inputs international advertising international marketing investment involved J.C. Penney macro environment macro-marketing manufacturing market share marketing management marketing mix marketing strategy marketing system marketplace mass media McDonald's measure monopolistic competition multinational corporations needs objectives operations opportunities organization organizational output overall overseas packaging percent performance Playtex potential pricing objectives problems Procter & Gamble product design product line product planning profit promotion require responsibility retail segment selling standardized structure subsidiary target television trade transfer pricing Unilever United variable variable costs vary warranty worldwide yogurt Yoplait