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Itnernational marketing : a global perspective / Hans Muhlbacher, Lee Dahringer, Helmuth Leihs.

By: Contributor(s): Material type: TextTextPublication details: London : International Thomson Business, 1999.Edition: 2nd edDescription: 768p. ; 25 cmISBN:
  • 9781861524560 (pbk.) :
  • 1861524560
Subject(s): DDC classification:
  • 658.848 MUL
LOC classification:
  • HF1416
Contents:
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
Summary: 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.
Holdings
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.

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