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International Marketing, 6Th Ed, Isv

International Marketing, 6Th Ed, Isv

          
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About the Book

International Marketing 6e prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” Relevant to all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. 

·Globalization Imperative
·Economic Environment
·Financial Environment
·Global Cultural Environment and Buying Behavior
·Political and Legal Environment
·Global Marketing Research
·Global Segmentation and Positioning
·Global Marketing Strategies
·Global Market Entry Strategies
·Global Product Policy Decisions
·Global Product Policy Decisions
·Global Pricing
·Global Communication Strategies
·Sales Management
·Global Logistics and Distribution
·Export and Import Management
·Planning, Organization, and Control of Global Marketing Operations
·Marketing Strategies for Emerging Markets
·Global Marketing and the Internet
·Sustainable Marketing in the Global Marketplace


Table of Contents:
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


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Product Details
  • ISBN-13: 9788126557509
  • Publisher: Wiley India Pvt Ltd
  • Binding: Paperback
  • No of Pages: 620
  • ISBN-10: 8126557508
  • Publisher Date: August'2015
  • Language: English

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International Marketing, 6Th Ed, Isv
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