Global Marketing Management
Autor Masaaki (Mike) Kotabe, Kristiaan Helsenen Paperback – 14 iul 2014
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Specificații
ISBN-13: 9781118466483
ISBN-10: 1118466489
Pagini: 696
Dimensiuni: 216 x 276 x 22 mm
Greutate: 1.28 kg
Ediția:6th Edition
Editura: Wiley
Locul publicării:Hoboken, United States
ISBN-10: 1118466489
Pagini: 696
Dimensiuni: 216 x 276 x 22 mm
Greutate: 1.28 kg
Ediția:6th Edition
Editura: Wiley
Locul publicării:Hoboken, United States
Public țintă
Sr/MBA level International Marketing Course.Cuprins
Chapter
1–
Globalization
Imperative
Chapter 2– Economic Environment
Chapter 3– Financial Environment
Chapter 4– Global Cultural Environment and Buying Behavior
Chapter 5– Political and Legal Environment
Chapter 6– Global Marketing Research
Chapter 7– Global Segmentation and Positioning
Chapter 8– Global Marketing Strategies
Chapter 9– Global Market Entry Strategies
Chapter 10– Global Product Policy Decisions
Chapter 11– Global Product Policy Decisions
Chapter 12– Global Pricing
Chapter 13– Global Communication Strategies
Chapter 14– Sales Management
Chapter 15– Global Logistics and Distribution
Chapter 16– Export and Import Management
Chapter 17– Planning, Organization, and Control of Global Marketing Operations
Chapter 18– Marketing Strategies for Emerging Markets
Chapter 19– Global Marketing and the Internet
Chapter 20– Sustainable Marketing in the Global Marketplace
Cases
Subject Index
Author Index
Company Index
Chapter 2– Economic Environment
Chapter 3– Financial Environment
Chapter 4– Global Cultural Environment and Buying Behavior
Chapter 5– Political and Legal Environment
Chapter 6– Global Marketing Research
Chapter 7– Global Segmentation and Positioning
Chapter 8– Global Marketing Strategies
Chapter 9– Global Market Entry Strategies
Chapter 10– Global Product Policy Decisions
Chapter 11– Global Product Policy Decisions
Chapter 12– Global Pricing
Chapter 13– Global Communication Strategies
Chapter 14– Sales Management
Chapter 15– Global Logistics and Distribution
Chapter 16– Export and Import Management
Chapter 17– Planning, Organization, and Control of Global Marketing Operations
Chapter 18– Marketing Strategies for Emerging Markets
Chapter 19– Global Marketing and the Internet
Chapter 20– Sustainable Marketing in the Global Marketplace
Cases
Subject Index
Author Index
Company Index
Descriere
Get
the
Global
Edge
in
Marketing
"The
conceptual
framework
developed
in
this
book
will
facilitate
an
in–depth
study
of
international
marketing
issues.
.
well–thought
out
and
structured
analysis
of
several
important
concepts.
A
comprehensive
set
of
tools
are
presented
so
that
students
can
analyze
and
understand
the
global
marketplace.