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International Marketing, 7th Edition (ISBN: 9781119923435)

International Marketing, 7th Edition (ISBN: 9781119923435)
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12544
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9781119923435
Brand:
Wiley
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The 7th Edition of International Marketing prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”


Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.


Table of Contents

Chapter 1 - Globalization Imperative

Chapter 2 - Economic Environment

Chapter 3 - Financial Environment

Chapter 4 - Global Cultural Environment and Buying Behavior

Chapter 5 - Political and Legal Environment

Chapter 6 - Global Marketing Research

Chapter 7 - Global Segmentation and Positioning

Chapter 8 - Global Marketing Strategies

Chapter 9 - Global Market Entry Strategies

Chapter 10 - Global Product Policy Decisions I: Developing New Products for Global Markets

Chapter 11 - Global Product Policy Decisions II: Marketing Products and Services

Chapter 12 - Global Pricing

Chapter 13 - Global Communication Strategies

Chapter 14 - Sales Management

Chapter 15 - Global Logistics and Distribution

Chapter 16 - Export and Import Management

Chapter 17 - Planning, Organization, and Control of Global Marketing Operations

Chapter 18 - Marketing Strategies for Emerging Markets

Chapter 19 - Global Marketing and the Internet

Chapter 20 - Sustainable Marketing in the Global Marketplace

Subject Index

Name Index

Company Index


Highlight

  • Pedagogical orientation.

  • Global orientation.

  • Interdisciplinary perspective.

  • Proactive orientation.

  • Cultural sensitivity.

  • Research orientation.

  • Practical orientation.

  • Internet implications.

International Marketing, 7th Edition (ISBN: 9781119923435)
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