INTERNATIONAL MARKETING is an innovative, up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. This in-depth text will prepare you to conquer the international business world!
Part I: 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 II: 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 III: 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.
Pare IV: LEADERSHIP IN GLOBAL MARKETING.
16: Social Networks and Communication.
17: Leadership, Corporate Social Responsibility, and Sustainability.
18: New Directions and Challenges.
Appendix: Finding Your Calling: Jobs and Careers in International Marketing.
