Global marketing / Keegan, Warren J.; Green, Mark C.

Public ISBD Titre : Global marketing Type de document : texte imprimé Auteurs : Keegan, Warren J.; Green, Mark C., Auteur Mention d'édition : 4th ed. Editeur : Upper Saddle River, NJ : Pearson/Prentice Hall Année de publication : c2004 Importance : xx, 636 p. Présentation : color illustrations, color maps Format : 28 cm ISBN/ISSN/EAN : 978-0-13-146919-8 Note générale : Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Index. décimale : HF 1416 Résumé : For undergraduate courses in International Marketing. Also appropriate at the MBA level if used with supplemental casebook. The third edition, like its predecessors, offers a concise, authoritative... Note de contenu : Introduction to global marketing -- Global economic environment -- The global trade environment : regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market entry strategies : licensing, investment, and strategic alliances -- Product and brand decisions -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I : advertising and public relations -- Global marketing communications decisions II : sales promotion, personal selling, special forms of marketing communication -- Strategic elements of competitive advantage -- Leading, organizing, and controlling the global marketing effort -- The digital revolution and the global electronic marketplace. Global marketing [texte imprimé] / Keegan, Warren J.; Green, Mark C., Auteur  . -  4th ed. . - Upper Saddle River, NJ : Pearson/Prentice Hall, c2004 . - xx, 636 p. : color illustrations, color maps ; 28 cm. ISBN : 978-0-13-146919-8 Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Index. décimale : HF 1416 Résumé : For undergraduate courses in International Marketing. Also appropriate at the MBA level if used with supplemental casebook. The third edition, like its predecessors, offers a concise, authoritative... Note de contenu : Introduction to global marketing -- Global economic environment -- The global trade environment : regional market characteristics and preferential trade agreements -- Social and cultural environments -- The political, legal, and regulatory environments of global marketing -- Global information systems and market research -- Segmentation, targeting, and positioning -- Importing, exporting, and sourcing -- Global market entry strategies : licensing, investment, and strategic alliances -- Product and brand decisions -- Pricing decisions -- Global marketing channels and physical distribution -- Global marketing communications decisions I : advertising and public relations -- Global marketing communications decisions II : sales promotion, personal selling, special forms of marketing communication -- Strategic elements of competitive advantage -- Leading, organizing, and controlling the global marketing effort -- The digital revolution and the global electronic marketplace.

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100038719	HF 1416 .K443 2004	Book	Bibliothèque principale	English Books	Disponible

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International marketing / Michael R. Czinkota

Public ISBD Titre : International marketing Type de document : texte imprimé Auteurs : Michael R. Czinkota, Auteur ; Ilkka A. Ronkainen, Auteur Mention d'édition : 7th ed. Editeur : Mason, Ohio : Thomson/South-Western Année de publication : c2004 Importance : xxvii, 666, [42] p. Présentation : color illustrations, color maps Format : 28 cm ISBN/ISSN/EAN : 978-0-324-28289-4 Note générale : Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Marketing. Index. décimale : HF 1416 Résumé : Offering information on a range of international marketing topics, this text begins with start-up operations, and covers market entry considerations. It concludes with the international issues Note de contenu : pt. 1. The international environment: The international marketing imperative -- International trade institutions and trade policy -- The cultural environment -- The economic environment -- The international political and legal environment -- Cases: "Trick-or-treat?" costume market in horror as Halloween approaches -- A presidential proclamation on steel -- Car financing in China -- IKEA in the USA -- Renaming the Vietnamese catfish -- Video case: Equal exchange strives for equality through fair trade -- pt. 2. Beginning international marketing activities: Building the knowledge base -- Exporting, licensing, and franchising -- Product adaptation -- Export pricing strategies -- International communications -- Channels and distribution strategies -- Cases: Exports of tobacco -- Damar International -- Water from Iceland -- Joemarin Oy -- The gray Ferrari -- Video cases: Global vendor relations at Pier I Imports -- Lakewood Chopsticks Exports -- pt. 3: Global marketing management: Global strategic planning -- Global market expansion -- Product and brand management -- Services marketing -- Global pricing strategies -- Logistics and supply chain management -- Global promotional strategies -- Marketing organization, implementation, and control -- The future -- Cases: Chupa Chups Vending: "Choose your flavor" -- Nova Scotia -- Customer service online:the HP Designjet -- The F-18 Hornet offset -- Kadimi Group of Companies (India): exports -- Parker Pen Company -- Video case: Whirlpool and the global appliance industry. International marketing [texte imprimé] / Michael R. Czinkota, Auteur ; Ilkka A. Ronkainen, Auteur  . -  7th ed. . - Mason, Ohio : Thomson/South-Western, c2004 . - xxvii, 666, [42] p. : color illustrations, color maps ; 28 cm. ISBN : 978-0-324-28289-4 Includes bibliographical references and index. Langues : Anglais (eng) Catégories : Export marketing. Marketing. Index. décimale : HF 1416 Résumé : Offering information on a range of international marketing topics, this text begins with start-up operations, and covers market entry considerations. It concludes with the international issues Note de contenu : pt. 1. The international environment: The international marketing imperative -- International trade institutions and trade policy -- The cultural environment -- The economic environment -- The international political and legal environment -- Cases: "Trick-or-treat?" costume market in horror as Halloween approaches -- A presidential proclamation on steel -- Car financing in China -- IKEA in the USA -- Renaming the Vietnamese catfish -- Video case: Equal exchange strives for equality through fair trade -- pt. 2. Beginning international marketing activities: Building the knowledge base -- Exporting, licensing, and franchising -- Product adaptation -- Export pricing strategies -- International communications -- Channels and distribution strategies -- Cases: Exports of tobacco -- Damar International -- Water from Iceland -- Joemarin Oy -- The gray Ferrari -- Video cases: Global vendor relations at Pier I Imports -- Lakewood Chopsticks Exports -- pt. 3: Global marketing management: Global strategic planning -- Global market expansion -- Product and brand management -- Services marketing -- Global pricing strategies -- Logistics and supply chain management -- Global promotional strategies -- Marketing organization, implementation, and control -- The future -- Cases: Chupa Chups Vending: "Choose your flavor" -- Nova Scotia -- Customer service online:the HP Designjet -- The F-18 Hornet offset -- Kadimi Group of Companies (India): exports -- Parker Pen Company -- Video case: Whirlpool and the global appliance industry.

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Code-barres	Cote	Support	Localisation	Section	Disponibilité
100038929	HF 1416 .C95 2004	Book	Bibliothèque principale	English Books	Disponible

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