International Marketing

ISBN-13: 9780750622417 / Angielski / Miękka / 1998 / 530 str.

Stanley J. Paliwoda; University Of Strathclyde Busine Michael (Professor Thomas

Opis

This is a comprehensive treatment of international marketing issues. Its global perspective allows changing world conditions to be taken into consideration and interpreted, enabling marketers to exploit the opportunities of evolving market trends. This third edition provides additional coverage of major case studies, South East Asia and the Pacific rim, Eastern Europe, globalization, culture, and financial aspects. Self-assessment and discussion questions, key terms, references and a select bibliography are also included.

Spis treści

Internationalization: a necessity not a luxury, but does corporate behaviour reflect it?; Environmental market scanning: the SLEPT and C factors; Exporting - not just for small business; Market entry modes: strategic considerations of direct vs. indirect involvement; International product policy considerations; Pricing, credit and terms of doing business; Strategic international logistical and distribution decisions; Promotion within the foreign market; International marketing planning: reviewing, appraising and implementing; Marketing in Europe; Marketing in the Pacific Rim; Index.

O autorze

Stanley Paliwoda, Michael Thomas