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Foundations of international marketing / Steve Johnston and Harold Beaton.

By: Contributor(s): Material type: TextTextPublication details: London : International Thomson Business, 1998.Description: xii, 249p. ; 25 cmISBN:
  • 9781861521644 (pbk.) :
  • 1861521642
Other title:
  • International marketing
Subject(s): DDC classification:
  • 658.848 JOH
  • 658.848 21
Contents:
Chapter 1 Some sucees stories from international marketing and the reason behind them -- Chapter 2 Planning and commitment for international marketing -- Chapter 3 Communications with the market and the role of negotiations in international marketing -- Chapter 4 The impact of culture on international planning and inplementation of the marketing stategies -- Chapter 5. Market selection strategy, international market research and the european union -- Chapter 6. MArket entry strategy I: Options mainly used by larger firms -- Chapter 7 Market entry strategy II: Options mainly used by smaller organizations -- Chapter 8. Product strategy -- Chapter 9 International promotion strategies -- Chapter 10 Pricing stategies in international marketing -- Chapter 11 Legal aspects of international marketing -- Chapter 12 Technical aspects of international marketing -- Chapter 13 The international marketing of services -- Chapter 14 SMEs and two important world markets
Summary: This work is designed to provide a foundation/introductory text for students studying international marketing, either as part of a marketing course or as a unit within a general business scheme.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.848 JOH (Browse shelf(Opens below)) 1 Available 115523

Includes index.

Includes bibliographical references and index.

Chapter 1 Some sucees stories from international marketing and the reason behind them -- Chapter 2 Planning and commitment for international marketing -- Chapter 3 Communications with the market and the role of negotiations in international marketing -- Chapter 4 The impact of culture on international planning and inplementation of the marketing stategies -- Chapter 5. Market selection strategy, international market research and the european union -- Chapter 6. MArket entry strategy I: Options mainly used by larger firms -- Chapter 7 Market entry strategy II: Options mainly used by smaller organizations -- Chapter 8. Product strategy -- Chapter 9 International promotion strategies -- Chapter 10 Pricing stategies in international marketing -- Chapter 11 Legal aspects of international marketing -- Chapter 12 Technical aspects of international marketing -- Chapter 13 The international marketing of services -- Chapter 14 SMEs and two important world markets

This work is designed to provide a foundation/introductory text for students studying international marketing, either as part of a marketing course or as a unit within a general business scheme.

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