| Description |
xxvi, 734 pages : illustrations ; 25 cm |
| Contents |
1. Overview of Global Marketing Management -- 2. Global Business Operations: Patterns and Theories -- 3. Global Marketing Through Strategic Market Planning -- 4. The Strategic Selection of Markets and Market Presence -- 5. Corporate Global Marketing Strategy -- 6. International Systems and Institutions -- 7. The Natural Environment -- 8. The Cultural Environment -- 9. The Foreign Market Assessment Process -- 10. Measuring Market Opportunities -- 11. Global Marketing Research Issues -- 12. Dimensions of Global Product Policy I -- 13. Dimensions of Global Product Policy II -- 14. Dimensions of Global Pricing Strategy -- 15. Dimensions of Global Distribution Strategy -- 16. Dimensions of Global Promotion Strategy -- 17. Dimensions of the Export Process -- 18. Dimensions of Export Marketing Management -- 19. Organization of the Global Marketing Effort -- 20. Controlling the Global Marketing Effort |
| Analysis |
International marketing |
|
Export marketing Management |
|
Export Management |
|
International business enterprises Management |
|
International Management |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Export marketing -- Management.
|
|
International business enterprises -- Management.
|
| Author |
Walters, Peter George Pakenham, 1946-
|
| LC no. |
92031302 |
| ISBN |
0205141374 |
|
