| Description |
xxii, 694 pages, 12 pages of color plates : illustrations, maps ; 28 cm |
| Contents |
Globalization imperative -- Global 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 sourcing strategy : r&d, manufacturing, and marketing interfaces -- Global product policy decisions I : developing new products for global markets -- Global product policy decisions II : marketing products and services -- Global pricing -- Communicating with the world consumer -- Sales management -- Global logistics and distribution -- Export and import management -- Planning, organization, and control of global marketing operations -- Global marketing and the internet |
| Notes |
Cover: Wiley international ed |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Export marketing -- Management.
|
|
International business enterprises -- Management.
|
| Author |
Helsen, Kristiaan.
|
| LC no. |
2003283840 |
| ISBN |
0471230626 |
|
0471451878 |
|
