International Marketing A Global Perspective
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Auteur:
Helmuth Leihs
Lee Dahringer
Co-auteur:
Helmuth Leihs
Hans Muhlbacher
- 9781861524560
- 01 april 1999
- 983 pagina's
Samenvatting
International Marketing: A Global Perspective starts from the premise that any firm regardless of size - can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company.
International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; and building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan.
Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in International Marketing or Strategy.
International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; and building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan.
Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in International Marketing or Strategy.
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- Oorspronkelijke releasedatum
- 01 april 1999
- Aantal pagina's
- 983
Betrokkenen
- Hoofdauteur
- Helmuth Leihs
- Tweede Auteur
- Lee Dahringer
- Co Auteur
- Hans Muhlbacher
- Hoofduitgeverij
- International Thomson Publishing Services
Overige kenmerken
- Editie
- 2
- Verpakking breedte
- 250 mm
- Verpakking hoogte
- 32 mm
- Verpakking lengte
- 250 mm
- Verpakkingsgewicht
- 939 g
EAN
- EAN
- 9781861524560
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