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EBOOK: International Marketing

4.ª Edición
0077148169 · 9780077148164
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Part 1: An Overview

Chapter 1 The Scope and Challenge of International Marketing

Chapter 2 The Dynamics of International Markets


Part 2: The Impact of Culture and Political Systems on International Marketing

Chapter 3 Geography and History: The Foundations of Cultural Understanding

Chapter 4 Cultural Dynamics in International Marketing

Chapter 5 The International Political and Legal Environment


Part 3: Assessing International Market Opportunities

Chapter 6 Researching International Markets

Chapter 7 Emerging Markets and Market Behaviour

Chapter 8 Regional Market Groups and Marketing Implications


Part 4: Developing International Marketing Strategies


Chapter 9 International Marketing Strategies

Chapter 10 International Market Entry Strategies

Chapter 11 International Segmentation and Position

Chapter 12 International Branding Strategies

Chapter 13 Exporting and Logistics

Chapter 14 Ethics and Social Responsibility in International Marketing


Part 5: Making International Marketing Decisions


Chapter 15 Product Decisions for International Markets

Chapter 16 Marketing Industrial Products and Business Services

Chapter 17 International Distribution and Retailing

Chapter 18 Pricing for International Markets

Chapter 19 International Promotion and Advertising

Chapter 20 Personal Selling and Negotiations


Part 6: Supplementary Resources

The Country Notebook: a Guide for Developing a Marketing Plan

Case Studies