Hans Muhlbacher, Helmuth Leihs

International Marketing: A Global Perspective

• Broschiertes Buch

Produktbeschreibung

International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US.The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.

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Produktdetails

• Verlag: Cengage Learning EMEA
• 3rd Ed.
• Seitenzahl: 737
• Erscheinungstermin: Januar 2006
• Englisch
• Abmessung: 276mm x 220mm x 32mm
• Gewicht: 1546g
• ISBN-13: 9781844801329
• ISBN-10: 1844801322
• Artikelnr.: 22299235

Autorenporträt

Hans Mühlbacher is Professor of Marketing at the University of Innsbruck in Austria. He is a past president of the European Marketing AcademyProfessor Lee Dahringer is Dean and Professor of Marketing of the Business School at Butler University in Indianapolis, USA

Inhaltsangabe

Preface.PART I: STRATEGIC ANALYSIS.1. Challenge of Globalization.2. Potential Market Assessment: Determination of Attractive Markets.3. Potential Market Assessment: Economic Environment.4. Potential Market Assessment: Political and Legal Environment.5. Potential Market Assessment: Cultural Environment.6. Operating Environment Assessment: Firms Competitive Position.7. International Marketing Intelligence.PART II: BASIC STRATEGIC DECISIONS.8. Intended Strategic Position.9. Rules of Business Behavior.10. Resource Allocation.PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION.11. International Product Management.12. International Distribution Management.13. International Sales Management.14. International Marketing Logistics.15. International Market Communications.16. International Pricing Decisions.17. International Marketing Plan.