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Englisch
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Beschreibung
Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing [...] updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing [...] updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
Inhaltsverzeichnis
Part I. Analysis 11. An introduction to international marketing 2. The world trading environment 3. Social and cultural considerations in international marketing 4. International marketing research and opportunity analysis Part 1. Directed Study Activity: International marketing planning: analysis Part II. Strategy Development 5. International niche marketing strategies for small- and medium-sized enterprises 6. Global strategies 7. Market entry strategies 8. International product and service management Part 2. Directed Study Activity: International marketing planning: strategy development Part III. Implementation 9. International communications 10. The management of international distribution and logistics 11. Pricing for international markets 12. Strategic planning in technology-driven international markets Part 3. Directed Study Activity: International marketing planning: implementation, control and evaluation
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781473778696 |
| ISBN-10: | 1473778697 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kenyon, Alexandra
Doole, Isobel Lowe, Robin |
| Hersteller: | Cengage Learning EMEA |
| Maße: | 195 x 258 x 25 mm |
| Von/Mit: | Alexandra Kenyon (u. a.) |
| Erscheinungsdatum: | 24.01.2022 |
| Gewicht: | 1,002 kg |
Inhaltsverzeichnis
Part I. Analysis 11. An introduction to international marketing 2. The world trading environment 3. Social and cultural considerations in international marketing 4. International marketing research and opportunity analysis Part 1. Directed Study Activity: International marketing planning: analysis Part II. Strategy Development 5. International niche marketing strategies for small- and medium-sized enterprises 6. Global strategies 7. Market entry strategies 8. International product and service management Part 2. Directed Study Activity: International marketing planning: strategy development Part III. Implementation 9. International communications 10. The management of international distribution and logistics 11. Pricing for international markets 12. Strategic planning in technology-driven international markets Part 3. Directed Study Activity: International marketing planning: implementation, control and evaluation
Details
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9781473778696 |
| ISBN-10: | 1473778697 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Kenyon, Alexandra
Doole, Isobel Lowe, Robin |
| Hersteller: | Cengage Learning EMEA |
| Maße: | 195 x 258 x 25 mm |
| Von/Mit: | Alexandra Kenyon (u. a.) |
| Erscheinungsdatum: | 24.01.2022 |
| Gewicht: | 1,002 kg |
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