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9780077148157

International Marketing

ISBN 9780077148157
Edition 4
Publication Date
Purchase Type Buy New
Publisher McGraw Hill Higher Education
Author(s)
Overview

Part 1: An Overview


Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamics of International Markets


Part 2: The Impact of Culture and Political Systems on International Marketing


Chapter 3: Geography and History: The Foundations of Cultural Understanding
Chapter 4: Cultural Dynamics in International Marketing
Chapter 5: The International Political and Legal Environment


Part 3: Assessing International Market Opportunities


Chapter 6: Researching International Market
Chapter 7: Emerging Markets and Market Behaviour
Chapter 8: Regional Market Groups and Marketing Implications


Part 4: Developing International Marketing Strategies


Chapter 9: International Marketing Strategies
Chapter 10: International Market Entry Strategies
Chapter 11: International Segmentation and Position
Chapter 12: International Branding Strategies
Chapter 13: Exporting and Logistics
Chapter 14: Ethics and Social Responsibility in International Marketing


Part 5: Making International Marketing Decisions


Chapter 15: Product Decisions for International Markets
Chapter 16: Marketing Industrial Products and Business Services
Chapter 17: International Distribution and Retailing
Chapter 18: Pricing for International Markets 
Chapter 19: International Promotion and Advertising
Chapter 20: Personal Selling and Negotiations


Part 6: Supplementary Resources


The Country Notebook: a Guide for Developing a Marketing Plan
Case Studies
Overview

Part 1: An Overview


Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamics of International Markets


Part 2: The Impact of Culture and Political Systems on International Marketing


Chapter 3: Geography and History: The Foundations of Cultural Understanding
Chapter 4: Cultural Dynamics in International Marketing
Chapter 5: The International Political and Legal Environment


Part 3: Assessing International Market Opportunities


Chapter 6: Researching International Market
Chapter 7: Emerging Markets and Market Behaviour
Chapter 8: Regional Market Groups and Marketing Implications


Part 4: Developing International Marketing Strategies


Chapter 9: International Marketing Strategies
Chapter 10: International Market Entry Strategies
Chapter 11: International Segmentation and Position
Chapter 12: International Branding Strategies
Chapter 13: Exporting and Logistics
Chapter 14: Ethics and Social Responsibility in International Marketing


Part 5: Making International Marketing Decisions


Chapter 15: Product Decisions for International Markets
Chapter 16: Marketing Industrial Products and Business Services
Chapter 17: International Distribution and Retailing
Chapter 18: Pricing for International Markets 
Chapter 19: International Promotion and Advertising
Chapter 20: Personal Selling and Negotiations


Part 6: Supplementary Resources


The Country Notebook: a Guide for Developing a Marketing Plan
Case Studies
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