Itnernational marketing : a global perspective / Hans Muhlbacher, Lee Dahringer, Helmuth Leihs.
Material type: TextPublication details: London : International Thomson Business, 1999.Edition: 2nd edDescription: 768p. ; 25 cmISBN:- 9781861524560 (pbk.) :
- 1861524560
- 658.848 MUL
- HF1416
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 MUL (Browse shelf(Opens below)) | 1 | Available | 123339 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 MUL (Browse shelf(Opens below)) | 1 | Available | 115524 |
Includes bibliographical references and index.
Part 1: International marketing - motivation and process; 1 the challenge of globalization -- 2 International Marketing - the Key to Success Part II: Potential Market Assessment; 3 The Economic Environment -- 4 Political and Legal Environment -- 5 The Cultural Environment -- 6 International Marketing Intelligence -- 7 Determination of Attractive Markets -- 8 The Firms Competitive Position -- Part 3: Basic Strategic Decisions -- 9 The Global Strategic Position --10 Management Systems for International Marketing --11 The Market-Entry Strategy -- Part 4: Building and Sustaining the Global Position --12 International Product Management:Product Policy Decisions -- 13 International Product Management; Product Management Processes -- 14 International Distribution Management -- 15 International Sales Management --16 International Marketing Logistics --17 Pricing Decisions -- 18 International Market Communication -- 19 The International Marketing Plan
In the age of globalism, international marketers need to adopt a wider perspective in order to succeed. This text offers the idea that every business can compete globally. It aims to show managers how to seize such opportunities for their company.