Donald L. Brady

Essentials of International Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester. The book covers all the key topics for an International Marketing course, but in a concise, no-nonsense manner that meets the needs of undergraduates..In addition to including all the basic topics, this affordable text also offers two unique chapters on the metric system and on countertrade that provide essential information for successful international marketers. Essentials of International Marketing has been extensively class-tested and is well crafted to serve as a learning tool and a ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, a summary, key terms, and discussion questions.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 432
• Erscheinungstermin: 18. Dezember 2014
• Englisch
• ISBN-13: 9781317471196
• Artikelnr.: 42041849

Autorenporträt

Donald L. Brady

Inhaltsangabe

Preface and Acknowledgments
1. The International Marketing Phenomenon
2. International Measures and Conversions
3. The Scope of International Marketing
4. The Importance of International Marketing
5. International Market Entry Methods
6. Researching Foreign Markets
7. Culture and Buyer Behavior
8. Governmental and Political Risks
9. Financial Risks and Currency Concerns
10. Organizing for International Marketing
11. International Distribution Strategy: Marketing Channels
12. International Distribution Strategy: The Role of Logistics in Managing the Supply Chain
13. International Product Strategy
14. International Price Strategy
15. International Promotion Strategy
16. Countertrade
17. International Marketing Strategy
Glossary
Company Index
Subject Index
About the Author