International Marketing

A Global Perspective

Hans Mühlbacher, Helmuth Leihs, Lee Dahringer

736 pages, parution le 10/03/2006 (3^eme édition)

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Résumé

If you are in need of an International Marketing book that will offer something different from the norm, you need look no further!

Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US.

It combines extensive coverage of the relevant theories with a practical approach to the issues and will help broaden the way you view international markets and marketing.

If you are studying a course in International Marketing or Strategy at undergraduate or postgraduate level, you will find the following features invaluable in your quest for a top grade:

Up-to-date coverage of European integration throughout the text
Numerous real world examples from Chinese businesses
Inclusion of Tool Boxes which outline the successful tools that have been implemented in international markets
Extended coverage of Internet use in international marketing
Encourages you to be sensitive to how each element in the international marketing mix affects the others

Sommaire

Preface and acknowledgments
About the website
Walk-through tour
Strategic analyses
Basic strategic decisions
Building and sustaining the intended global position
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Hans Mühlbacher, Helmuth Leihs, Lee Dahringer
Parution	10/03/2006
Édition	3^eme édition
Nb. de pages	736
Format	22 x 27,5
Couverture	Broché
Poids	1543g
Intérieur	Quadri
EAN13	9781844801329
ISBN13	978-1-84480-132-9