| Description |
xviii, 654 pages : illustrations ; 28 cm |
| Series |
The McGraw-Hill/Irwin series in marketing |
|
McGraw-Hill/Irwin series in marketing.
|
| Contents |
Machine derived contents note: Part I: Fundamentals -- Chapter 1: Globalizing Marketing -- Chapter 2: Theoretical Foundations -- Chapter 3: Cultural Foundations -- Part II: Foreign Entry -- Chapter 4: Researching Country Attractiveness -- Chapter 5: Export Expansion -- Chapter 6: Licensing, Strategic Alliances, FDI -- Part III: Local Marketing -- Chapter 7: Localizing Marketing Basics, Segmentation and Positioning -- Chapter 8: Local Marketing in Mature Markets -- Chapter 9: Local Marketing in New Growth Markets -- Chapter 10: Local Marketing in Emerging Markets -- Part IV: Global Management -- Chapter 11: Global Products -- Chapter 12: Global Services -- Chapter 13: Global Pricing -- Chapter 14: Global Distribution -- Chapter 15: Global Advertising -- Chapter 16: Global Promotion, Direct Marketing, and Personal Selling -- Chapter 17: Organizing for Global Marketing -- Appendix: Global Marketing Planning |
| Bibliography |
Includes bibliographical references and indexes |
| Notes |
Also available online |
|
Donated by Prof. David Corkindale |
| Subject |
Export marketing.
|
|
Export marketing -- Management.
|
| LC no. |
2002023528 |
| ISBN |
0072471484 alkaline paper |
|
0071195637 International alkaline paper |
|
