| Description |
xxix, 860 pages, 16 pages, : illustrations, color maps ; 27 cm |
| Series |
Dryden Press series in marketing |
|
Dryden Press series in marketing.
|
| Contents |
Pt. 1. The International Environment. Ch. 1. The International Marketing Imperative. Ch. 2. International Trade Institutions and U.S. Trade Policy. Ch. 3. The Cultural Environment. Ch. 4. The Economic Environment. Ch. 5. The Financial Environment. Ch. 6. The International Political and Legal Environment -- Pt. 2. Beginning International Marketing Activities. Ch. 7. Building the Knowledge Base. Ch. 8. The Export Process. Ch. 9. Product Adaptation. Ch. 10. Export Pricing Strategies. Ch. 11. International Communications. Ch. 12. Channels and Distribution Strategies. Ch. 13. Licensing, Franchising, and Export Intermediaries -- Pt. 3. Global Marketing Management. Ch. 14. Global Strategic Planning. Ch. 15. Global Market Expansion. Ch. 16. Product and Brand Management. Ch. 17. Services Marketing. Ch. 18. Global Pricing Strategies. Ch. 19. Logistics. Ch. 20. Global Promotional Strategies. Ch. 21. Marketing Organization, Implementation, and Control -- Pt. 4. International Marketing Transitions. Ch. 22. Countertrade. Ch. 23. Newly Emerging Markets. Ch. 24. The Future |
| Notes |
One folded col. map in pocket |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Export marketing -- Management.
|
|
Export marketing.
|
| Author |
Ronkainen, Ilkka A.
|
| LC no. |
97066269 |
| ISBN |
0030244013 |
|
