Offering more real-world application and experience, this book arms marketingmanagers with a true understanding of the concepts needed to achieve a globalreach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a soundunderstanding of how the various functional areas interface with marketing. INDICE: 1. Globalization. 2. Global Economic Environment. 3. Financial Environment. 4. Cultural Issues and Buying Behavior. 5. Political / Legal Environment. 6. Global Marketing Research. 7. Global Segmentation and Positioning. 8. Global Marketing Strategies. 9. Global Market Entry Modes. 10. Global Product Development. 11. Marketing Products and Services. 12. Global Pricing. 13. Communicating with the World Consumer. 14. Sales Management. 15. Global Logistics and Distribution. 16. Export/Import Management. 17. Planning, Organization and Control of Global Marketing Operations. 18. Marketing in Emerging Markets. 19. Global Marketing and the Internet.
- ISBN: 978-0-470-50574-8
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 744
- Fecha Publicación: 14/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés