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International marketing : a global perspective / Hans Mühlbacher, Helmuth Leihs, Lee Dahringer.

By: Mühlbacher, Hans, 1949-.
Contributor(s): Leihs, Helmuth | Dahringer, Lee.
Publisher: London : Thomson Learning, c2006Edition: 3rd ed.Description: xxvi, 737 p. : col. ill., col. maps ; 28 cm.ISBN: 1844801322 (pbk.); 9781844801329 (pbk.).Subject(s): Export marketing -- Management | GlobalizationDDC classification: 658.848
Contents:
Part I: Strategic analyses: 1. Challenge of globalization - 2. Potential market assessment: Determination of attractive markets - 3. Potential market assessment: Economic environment - 4. Potential market assessment: Political and legal environment - 5. Potential market assessment: Cultural environment - 6. Operating environment assessment: Firm's competitive position - 7. International marketing intelligence -- Part II: Basic strategic decisions: 8. Intended strategic position - 9. Rules of business behavior - 10. Resource allocation -- III: Building and sustaining the intended global position: 11. International product management - 12. International distribution management - 13. International sales management - 14. International marketing logistics - 15. International market communication - 16. International pricing decisions - 17. International marketing plan.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 4, BayNo 1

 658.848 MUH (Browse shelf) 1 Available SHTEx,70002,03,CL 5000026721

Part I: Strategic analyses: 1. Challenge of globalization - 2. Potential market assessment: Determination of attractive markets - 3. Potential market assessment: Economic environment - 4. Potential market assessment: Political and legal environment - 5. Potential market assessment: Cultural environment - 6. Operating environment assessment: Firm's competitive position - 7. International marketing intelligence -- Part II: Basic strategic decisions: 8. Intended strategic position - 9. Rules of business behavior - 10. Resource allocation -- III: Building and sustaining the intended global position: 11. International product management - 12. International distribution management - 13. International sales management - 14. International marketing logistics - 15. International market communication - 16. International pricing decisions - 17. International marketing plan.