International Marketing, 3rd Edition
- Dana-Nicoleta Lascu University of Richmond
- ISBN-10: 1426628463 | ISBN-13: 9781426628467
- Previous Editions: 2007, 2002
- © 2009 | Published
- College Bookstore Wholesale Price = $171.75
International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.
PART 1 - INTRODUCTION TO INTERNATIONAL MARKETING.
1: Scope, Concepts, and Drivers of International Marketing.
PART 2 - THE INTERNATIONAL MARKETING ENVIRONMENT.
2: An Overview of the International Marketing Environment.
3: International Trade: Institutional Barriers and Facilitators.
4: Regional Economic and Political Integration.
5: Cultural Influences on International Marketing Chapter Objectives.
PART 3 - INTERNATIONAL MARKETING STRATEGY DECISIONS.
6: International Marketing Research: Practices and Challenges.
7:International Strategic Planning.
8:Expansion Strategies and Entry Mode Selection.
PART 4 - MANAGING THE INTERNATIONAL MARKETING MIX.
9: roducts and Services: Branding Decisions in International Markets.
10: International Product and Service Strategies.
11: Managing International Distribution Operations and Logistics.
12: International Retailing.
13: The International Promotional Mix and Advertising Strategies.
14: International Publicity, Public Relations, and Sales Promotion Strategies.
15: International Personal Selling and Personnel Management.
16: International Pricing Strategy.
PART 5 - INTERNATIONAL MARKETING STRATEGY: IMPLEMENTATION.
17: Organizing and Controlling International Marketing Operations and Perspectives for the Future.