| Description |
xx, 983 pages : illustrations ; 27 cm |
| Contents |
1. The challenge of globalization -- 2. International marketing strategy: the key to success -- 3. The economic environment -- 4. Political and legal environment -- 5. The cultural environment -- 6. International marketing intelligence -- 7. Potential market assessment: determination of attractive markets -- 8. Potential market assessment: the firm's competitive position -- 9. The global strategic position -- 10. Managing systems for international marketing -- 11. The market-entry strategy -- 12. International product and services management: product policy decisions -- 13. International total product management: product management processes -- 14. International distribution management -- 15. International marketing logistics -- 16. International sales management -- 17. International market communication -- 18. International pricing decisions -- 19. The international marketing plan |
| Bibliography |
Includes bibliographical references and index |
| Notes |
First ed. published Addison-Wesley, 1991 |
| Subject |
Export marketing -- Management.
|
|
Export marketing.
|
| Author |
Dahringer, Lee.
|
|
Leihs, Helmuth.
|
| ISBN |
1861524560 |
|
