Title:
International marketing : a global perspective
Author:
Muhlbacher, Hans, 1949-
ISBN:
9781844801329
Personal Author:
Edition:
3rd ed.
Publication Information:
London : Thomson learning, c2006.
Physical Description:
xxvi, 737 p. : ill. ; 27 cm.
General Note:
Previous ed. 1999.
Contents:
1. Challenge of globalization -- 2. Potential market assessment: Determination of attractive markets -- 3. Potential market assessment: Economic environment -- 4. Potential market assessment: Political and legal environment -- 5. Potential market assessment: Cultural environment -- 6. Operating environment assessment: Firm's competitive position -- 7. International marketing intelligence -- 8. Intended strategic position -- 9. Rules of business position --10. Resource allocation -- 11. International product management -- 12. International distribution management -- 13. International sales management -- 14. International marketing logistics -- 15. International market communication -- 16. International pricing decisions -- 17. International marketing plan.
Subject Term: