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International marketing

Author: Vern Terpstra; Ravi Sarathy
Publisher: Fort Worth : Dryden Press, ©1997.
Series: Dryden Press series in marketing.
Edition/Format:   Print book : English : 7th edView all editions and formats
Summary:

Taking a comprehensive look at the environment, problems and practices of the international marketing arena, this text makes extensive use of actual business examples in order to heighten its  Read more...

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Additional Physical Format: Online version:
Terpstra, Vern.
International marketing.
Fort Worth : Dryden Press, ©1997
(OCoLC)752398355
Document Type: Book
All Authors / Contributors: Vern Terpstra; Ravi Sarathy
ISBN: 0030180228 9780030180224
OCLC Number: 41649335
Notes: Folded col. map inserted in pocket.
Description: xxi, 968, 10, 8 pages : illustrations, map ; 24 cm + 1 map.
Contents: Part I. The International Environment --
1. Introduction: The Concept of Global Marketing --
2. Economic Environment: The World Economy --
3. Economic Environment: The Foreign Economies --
4. The Cultural Environment: The People of the World --
5. The Political-Legal Environment --
Part II. International Marketing Management --
6. Global Marketing Strategy --
7. International Marketing Intelligence --
8. International Product Policy: The Basic Product and Its Attributes --
9. International Product Policy: New-Product Development and Product-Line Policies --
10. Distribution: Foreign-Market Entry --
11. Distribution: Foreign-Market Channels and Global Logistics --
12. International Promotion: Advertising --
13. International Promotion: Other Factors --
14. Pricing in International Marketing: I --
15. Pricing in International Marketing: II --
16. International Marketing of Services --
Part III. Coordinating International Marketing --
17. Planning, Organization, and Control of International Marketing --
18. Information Technology: The Internet and International Marketing --
19. The Future of International Marketing.
Series Title: Dryden Press series in marketing.
Responsibility: Vern Terpstra, Ravi Sarathy.

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