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International Marketing

International Marketing

Roger Bennett

384 pages, parution le 01/09/1998 (2eme édition)

Résumé

Practicing and aspiring marketers eager to maximize their impact abroad wil find invaluable information in the update of this bestselling textbook. This new edition offers clear analyses of all of the relevant tactical, operational and strategic issues involved in successful planning and implementation, proving regional studies of separate world markets, reinforced by many case studies. Its coverage includes international marketing research, entry into foreign markets (plus export procedures), international product policy and world-wide advertising.

Contents


Preface
Part One: The Global Approach to Marketing
The nature of international marketing
The environments of international marketing
International marketing research
Market screening and segmentation
Entering foreign markets
Organizing for international marketing
International trade and the balance of payments
Export methods and procedures Transport
Part Two: The Markets of the World
Regional analysis of world markets
The Americas
China, Southern Asia and the Pacific Rim
Japan and Oceania Japan
Africa and the Middle East Africa
Europe
Part Three: Policies and Issues in International Marketing
International product policy
International pricing
International advertising
International below-the-line promotions and business-to-business campaigns
Strategy, planning and the control of international marketing activities
References and bibliography
Index

L'auteur - Roger Bennett

Dr. Roger Bennett is the author of several important textbooks and a highly experienced researcher and practitioner in the European and international business field. He is currently employed at the London Guildhall University.

Caractéristiques techniques

  PAPIER
Éditeur(s) Kogan Page
Auteur(s) Roger Bennett
Parution 01/09/1998
Édition  2eme édition
Nb. de pages 384
Format 15,5 x 23,3
Couverture Broché
Poids 680g
Intérieur Noir et Blanc
EAN13 9780749422721

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