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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