Global Marketing Management
John Wiley & Sons Inc (Verlag)
9781119298847 (ISBN)
- Titel erscheint in neuer Auflage
- Artikel merken
The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”
Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
1 GLOBALIZATION IMPERATIVE 1 2 ECONOMIC ENVIRONMENT 32
3 FINANCIAL ENVIRONMENT 61
4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR 93
5 POLITICAL AND LEGAL ENVIRONMENT 125
6 GLOBAL MARKETING RESEARCH 174
7 GLOBAL SEGMENTATION AND POSITIONING 204
8 GLOBAL MARKETING STRATEGIES 233
9 GLOBAL MARKET ENTRY STRATEGIES 271
10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS 308
11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES 333
12 GLOBAL PRICING 366
13 GLOBAL COMMUNICATION STRATEGIES 391
14 SALES MANAGEMENT 426
15 GLOBAL LOGISTICS AND DISTRIBUTION 457
16 EXPORT AND IMPORT MANAGEMENT 497
17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS 528
18 MARKETING STRATEGIES FOR EMERGING MARKETS 548
19 GLOBAL MARKETING AND THE INTERNET 577
20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE 603
CASES (AVAILABLE AT: WWW.WILEY.COM/COLLEGE/KOTABE)
SUBJECT INDEX 639
NAME INDEX 659
COMPANY INDEX 669
| Erscheinungsdatum | 06.09.2017 |
|---|---|
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 216 x 278 mm |
| Gewicht | 1601 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-13 | 9781119298847 / 9781119298847 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
