International marketing /
Main Author: | |
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Other Authors: | |
Format: | Book |
Language: | English |
Published: |
London :
McGraw Hill Education,
c2014.
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Edition: | 4th ed. |
Subjects: |
Table of Contents:
- 1. The scope and challenge of international marketing
- 2. The dynamics of international markets
- 3. Geography and history : the foundations of cultural understanding
- 4. Cultural dynamics in international marketing
- 5. The international political and legal environment
- 6. Researching international markets
- 7. Emerging markets and market behaviour
- 8. Regional market groups and marketing implications
- 9. International marketing strategies
- 10. International market entry strategies
- 11. International segmentation and positioning
- 12. International branding strategies
- 13. Exporting and logistics
- 14. Ethics and social responsibility in international marketing
- 15. Product decisions for international markets
- 16. Marketing industrial products and business services
- 17. International distribution and retailing
- 18. Pricing for international markets
- 19. International promotion and advertising
- 20. Personal selling and negotiations.