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Informationen zum Autor Stanley Paliwoda, Michael Thomas Klappentext Provides comprehensive treatment of international marketing issues! including coverage of Eastern Europe and the Pacific Rim. This title uses mini cases to illustrate the developments in marketing! together with coverage of: South East Asia and the Pacific Rim! Central and Eastern Europe! globalization! culture! and financial aspects of marketing. Zusammenfassung Provides comprehensive treatment of international marketing issues, including coverage of Eastern Europe and the Pacific Rim. This title uses mini cases to illustrate the developments in marketing, together with coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, globalization, culture, and financial aspects of marketing. Inhaltsverzeichnis Internationalization: a necessity not a luxury! but does corporate behaviour reflect it?; Environmental market scanning: the SLEPT and C factors; Exporting - not just for small business; Market entry modes: strategic considerations of direct vs. indirect involvement; International product policy considerations; Pricing! credit and terms of doing business; Strategic international logistical and distribution decisions; Promotion within the foreign market; International marketing planning: reviewing! appraising and implementing; Marketing in Europe; Marketing in the Pacific Rim; Index.
Sommario
Internationalization: a necessity not a luxury, but does corporate behaviour reflect it?; Environmental market scanning: the SLEPT and C factors; Exporting - not just for small business; Market entry modes: strategic considerations of direct vs. indirect involvement; International product policy considerations; Pricing, credit and terms of doing business; Strategic international logistical and distribution decisions; Promotion within the foreign market; International marketing planning: reviewing, appraising and implementing; Marketing in Europe; Marketing in the Pacific Rim; Index.
