TY  - BOOK
AU  - 
AU  - 
TI  - International marketing.
SN  - 0324317026
AV  - HF1416.95 
PY  - 2007///
CY  - New York
PB  - Thomson/South Western
KW  - 	 Export marketing
N1  - 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 --
N2  - 	

ER  -