Global Marketing Management
Global Marketing Management
Helsen, Kristiaan; Kotabe, Masaaki
John Wiley and Sons Ltd
10/2003
720
Dura
Inglês
9780471230625
0471230626
1786
The ultimate objective of this book is to help readers prepare for the 21st century and become effective managers overseeing global marketing activities in an increasingly competitive environment.
PART ONE: GLOBALIZATION.1. Globalization Imperative.PART TWO: GLOBAL MARKETING ENVIRONMENT.2. Global Economic Environment.3. Financial Environment.4. Global Cultural Environment and Buying Behavior.5. Political and Legal Environment.PART THREE: DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY6. Global Marketing Research.7. Global Segmentation and Positioning.8. Global Marketing Strategies.9. Global Market-Entry Strategies.10. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces.PART FOUR: GLOBAL MARKETING STRATEGY DEVELOPMENT.11. Global Product Policy Decisions I: Developing New Products for Global Markets.12. Global Product Policy Decisions II: Marketing Products and Services.13. Global Pricing.14. Communicating with the World Consumer.15. Sales Management.16. Global Logistics and Distribution.17. Export and Import Management.PART FIVE: MANAGING GLOBAL OPERATIONS.18. Planning, Organization, and Control of Global Marketing Operations19. Global Marketing and the Internet.Cases.Web Cases.Photo Credits.Index.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
The ultimate objective of this book is to help readers prepare for the 21st century and become effective managers overseeing global marketing activities in an increasingly competitive environment.
PART ONE: GLOBALIZATION.1. Globalization Imperative.PART TWO: GLOBAL MARKETING ENVIRONMENT.2. Global Economic Environment.3. Financial Environment.4. Global Cultural Environment and Buying Behavior.5. Political and Legal Environment.PART THREE: DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY6. Global Marketing Research.7. Global Segmentation and Positioning.8. Global Marketing Strategies.9. Global Market-Entry Strategies.10. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces.PART FOUR: GLOBAL MARKETING STRATEGY DEVELOPMENT.11. Global Product Policy Decisions I: Developing New Products for Global Markets.12. Global Product Policy Decisions II: Marketing Products and Services.13. Global Pricing.14. Communicating with the World Consumer.15. Sales Management.16. Global Logistics and Distribution.17. Export and Import Management.PART FIVE: MANAGING GLOBAL OPERATIONS.18. Planning, Organization, and Control of Global Marketing Operations19. Global Marketing and the Internet.Cases.Web Cases.Photo Credits.Index.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
