International Marketing
International Marketing
You will discover:
*The importance of international marketing to creating growth and value
*The management practices of companies, large and small, seeking market opportunities outside their home country
*Why international marketing management strategies should be viewed from a global perspective
*The role of emerging economies in today's business environment
*The impact of increased competition, changing market structures, and differing cultures upon business
Key Features:
*An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate.
*`Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples.
*Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study
*Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online.
*A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning.
Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Bus
PRP: 516.71 Lei
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465.04Lei
465.04Lei
516.71 LeiIndisponibil
Descrierea produsului
You will discover:
*The importance of international marketing to creating growth and value
*The management practices of companies, large and small, seeking market opportunities outside their home country
*Why international marketing management strategies should be viewed from a global perspective
*The role of emerging economies in today's business environment
*The impact of increased competition, changing market structures, and differing cultures upon business
Key Features:
*An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate.
*`Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples.
*Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study
*Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online.
*A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning.
Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Bus
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