TY  - BOOK
AU  - Kotabe,Masaaki
AU  - Helsen,Kristiaan
TI  - Global marketing management
SN  - 9780471755272 (pbk.)
U1  - 658.848 
PY  - 2008///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Export marketing
KW  - Management
KW  - International business enterprises
N1  - 1. Globalization imperative - 2. Economic environment - 3. Financial environment - 4. Global cultural environment and buying behavior - 5. Political and legal environments - 6. Global marketing research - 7. Global segmentation and positioning - 8. Global marketing strategies - 9. Global market entry strategies - 10. Global sourcing strategy - 11. Global product policy decisions I: developing new products for global markets - 12. Global product policy decisions II: marketing products and services - 13. Global pricing - 14. Communicating with the world consumer - 15. Sales management - 16. Global logistics and distribution - 17. Export and import management - 18. Planning, organnization, and control of global marketing operations - 19. Global marketing and the internet - Index
ER  -