International and Global Marketing: Concepts and Cases
Material type: TextSeries: Irwin/McGraw-Hill series in marketingPublication details: Boston, Mass. : Irwin/McGraw Hill, ©1998Edition: 2nd editionDescription: xvi, 439 pages : illustrationsISBN: 9780256218947 ; 0256218943 ; 9780071158008; 0071158006 Subject(s): Export marketingDDC classification: 658.848Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books | Main Library Reference | Reference | 658.848 MEL (Browse shelf(Opens below)) | Available | 008656 |
pt. 1. Introduction --
pt. 2. The environment of international and global marketing --
pt. 3. International and global marketing strategies --
pt. 4. International and global marketing operations --
pt. 5. Ethical issues --
pt. 6. Selected cases and decision simulation.
This is a combination of 32 readings and ten cases. The book places emphasis on strategic marketing, covers promotional strategy and services marketing and case studies include such companies as Phillip Morris, Nike and the parker Pen Company
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