Appropriate for upper-level college and university courses in international and global marketing.
The Second Canadian Edition addresses the need to understand the global marketplace from a Canadian perspective, without being ethnocentric. It puts into practice the principal tenet of the global marketer: benefit from the similarities across diverse markets, but heed the differences. Bringing a managerial orientation to global marketing, the book covers small and large companies alike, and takes an analytical approach when necessary. Topical Canadian research findings are included to illustrate current management practice and behaviour.
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The leading graduate-level case text in international marketing, as well as a popular reference for practitioners, this Fifth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries.From the Back Cover:
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.
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Buchbeschreibung Prentice Hall, 1999. Buchzustand: Very Good. 2 Edition. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Buchnummer des Verkäufers GRP81691309
Buchbeschreibung Pearson Higher Education. Paperback. Buchzustand: As New. Nearly brand new book that shows only slight signs of wear. Buchnummer des Verkäufers G0139235663I2N00
Buchbeschreibung Paperback. Buchzustand: Used: Like New. Clean and unmarked pages. Very light shelf wear to cover, otherwise like new. Quality Books. Because We Care - Shipped from Canada. Usually ships within 1-2 business days. If you buy this book from us, we will donate a book to a local school. We donate 10,000+ books to local schools every year. Buchnummer des Verkäufers R07165C
Buchbeschreibung PEARSON EDUCACION. Buchzustand: Muy Bueno / Very Good. Buchnummer des Verkäufers 100000000852593