Donald L Brady

Essentials of International Marketing

• Gebundenes Buch

Produktbeschreibung

Covers the key topics for an International Marketing course in a concise, no-nonsense manner that meets the needs of undergraduates. In addition to the key topics, this text also offers two chapters on the metric system and on countertrade that provide e

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 416
• Erscheinungstermin: 22. April 2016
• Englisch
• Abmessung: 254mm x 203mm x 24mm
• Gewicht: 1066g
• ISBN-13: 9781138140530
• ISBN-10: 1138140538
• Artikelnr.: 69993194

Autorenporträt

Donald L. Brady

Inhaltsangabe

Preface and Acknowledgments
1. The International Marketing Phenomenon
2. International Measures and Conversions
3. The Scope of International Marketing
4. The Importance of International Marketing
5. International Market Entry Methods
6. Researching Foreign Markets
7. Culture and Buyer Behavior
8. Governmental and Political Risks
9. Financial Risks and Currency Concerns
10. Organizing for International Marketing
11. International Distribution Strategy: Marketing Channels
12. International Distribution Strategy: The Role of Logistics in Managing the Supply Chain
13. International Product Strategy
14. International Price Strategy
15. International Promotion Strategy
16. Countertrade
17. International Marketing Strategy
Glossary
Company Index
Subject Index
About the Author