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International Marketing - A local consumer in a global world |
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Saturday, 19 April 2008 |
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Introduction by the publisher
The twenty-first century inherits profound geostrategic. World trade is reconfigured: nationalist claims, new information technologies, a consumer often disoriented and in search of an identity.
The book apprehends these new power relationships born of globalization. He stressed the difficulty of translating the political marketing without prior apprehend culture. The 5th edition of International Marketing is more focused on political marketing and the cultural dimensions that are succeeding or failing companies to conquer world markets.
The book has been completely revised and updated, provides care to offer many texts of illustration, giving more reality to the daily lives of consumers worldwide.
At the end of each chapter, the reader can assess their knowledge through issues relating to concepts and illustrations relating thereto.
In a world changing even more, this book offers students and practitioners effective procedures to succeed in international markets.
Summary :
Origins, distribution factors and concepts of international marketing
Culture and marketing decisions
Internationalisation of the business and marketing approach
Study diagnosis and international markets
The segmentation. Principles and approaches
The patterns and marketing presence in international markets
The international political products
International politics prices
Communication and public international promotion
Organization structure and planning of the international dimension marketing
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Last Updated ( Monday, 30 June 2008 )
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