Global marketing management

By: Kotabe, MasaakiContributor(s): Helsen, KristiaanMaterial type: TextTextPublication details: New Jersey: John Wiley & sons, 2011Edition: 5th edDescription: xxiii, 717 pages, [12] pages of plates : illustrations, mapsISBN: 9780470505748 ; 0470505745Subject(s): Export marketing -- ManagementDDC classification: 658.8
Contents:
Globalization -- Global economic environment -- Financial environment -- Cultural issues and buying behavior -- Political and legal environment -- Global marketing research -- Global segmentation and positioning -- Global marketing strategies -- Global market entry modes -- Global product development -- Marketing products and services -- Global pricing -- Communicating with the world consumer -- Sales management -- Global logistics and distribution -- Export and import management -- Planning, organization, and control of global marketing operations -- Marketing in emerging markets -- Global marketing and the Internet.
Summary: Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 KOT (Browse shelf(Opens below)) Available 012176
Total holds: 0

Includes index

Globalization --
Global economic environment --
Financial environment --
Cultural issues and buying behavior --
Political and legal environment --
Global marketing research --
Global segmentation and positioning --
Global marketing strategies --
Global market entry modes --
Global product development --
Marketing products and services --
Global pricing --
Communicating with the world consumer --
Sales management --
Global logistics and distribution --
Export and import management --
Planning, organization, and control of global marketing operations --
Marketing in emerging markets --
Global marketing and the Internet.


Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field.

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