TY  - BOOK
AU  - 
AU  - 
TI  - International marketing.
SN  - 9781133588399
AV  - HF1416.95 
PY  - 2013///
CY  - New York
KW  - 	 Export marketing
N1  - Includes index; Contents: 
PART 1: THE INTERNATIONAL MARKETING ENVIRONMENT. 
1. Global environmental drivers --
2. International trade frameworks and policy --
3. The role of culture --
4. The economic environment --
5. The political and legal environment --
PART 2: FINDING GLOBAL CUSTOMERS. 
6. Consumer, industrial, and government markets --
7. Strategic planning --
8. Analyzing people and markets --
9. Market entry and expansion --
10. Marketing organization, implementation, and control --
PART 3: THE GLOBAL MARKETING MIX. 
11. Product management and global brands --
12. Global marketing of services --
13. Advertising, promotion, and sales --
14. Pricing strategies and tactics --
15. Global distribution and logistics --
PART 4: LEADERSHIP IN GLOBAL MARKETING. 
16. Social networks and communication --
17. Leadership, corporate social responsibility, and sustainability --
18. New directions and challenges --
N2  - 	
'International Marketing' is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations
ER  -