International marketing. / Michael R.Czinkota, Ilkka A. Ronkainen
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.C95(8e) (Browse shelf) | Available | K/979/979/19 |
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HF1008.F479(9e) Business: a changing world. / | HF1008.F480(9e) Business: a changing world. / | HF1008.F481(9e) Business: a changing world. / | HF1416.C95(8e) International marketing. / | HF1416.C37(14e) International marketing. / | HF1416.C371(14e) International marketing. / | HF5549.5.T7.N68(5e) Employee training and development. / |
Includes glossary and index
Contents:
PART 1: THE INTERNATIONAL MARKETING ENVIRONMENT.
1. Global marketing imperatives --
2. Trade institutions and trade policy --
3. The cultural environment --
4. The economic environment --
5. The political and legal environment --
PART 2: FINDING GLOBAL CUSTOMERS.
6. Strategic planning --
7. Marketing organization, implementation, and control --
8. Research --
9. Market entry and expansion --
PART 3: THE GLOBAL MARKETING MIX.
10. Product adaptation --
11. Export pricing --
12. Marketing communication--
13. Distribution management --
PART 4: LEADERSHIP IN GLOBAL MARKETING.
14. Global product management and branding --
15. Global services --
16. Global logistics and materials management --
17. Global pricing --
18. Global promotional strategies --
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