International Marketing
Type
Book
Authors
ISBN 10
0071156739
ISBN 13
9780071156738
Category
Unknown
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Publication Year
1999
Publisher
Pages
721 P.
Subject
Marketing
Abstract
The book is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective. It is divided into VI parts covering nineteen chapters. Part I is an overview, followed by the cultural environment of global markets, assessing global market, assessing global market opportunities, developing global marketing strategies, implementing global marketing strategies, and the last part is supplementary material.
Description
Includes illustrations, name and subject index.
Number of Copies
1
