ISBN 9788126557509,INTERNATIONAL MARKETING

INTERNATIONAL MARKETING

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Publisher

Wiley India Pvt Ltd

Publication Year 2015
ISBN-13

ISBN 9788126557509

ISBN-10 8126557508
Binding

Paperback

Edition 6th
Number of Pages 620 Pages
Language (English)
International Marketing 6e prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text's guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more "multilateral." Relevant to all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. 

·Globalization Imperative
·Economic Environment
·Financial Environment
·Global Cultural Environment and Buying Behavior
·Political and Legal Environment
·Global Marketing Research
·Global Segmentation and Positioning
·Global Marketing Strategies
·Global Market Entry Strategies
·Global Product Policy Decisions
·Global Product Policy Decisions
·Global Pricing
·Global Communication Strategies
·Sales Management
·Global Logistics and Distribution
·Export and Import Management
·Planning, Organization, and Control of Global Marketing Operations
·Marketing Strategies for Emerging Markets
·Global Marketing and the Internet
·Sustainable Marketing in the Global Marketplace
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