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International marketing / Vern Terpstra, Ravi Sarathy

Main Author Terpstra, Vern Coauthor Sarathy, Ravi Edition 7th ed. Publication Fort Worth : The Dryden Press, cop. 1997 Description xxi, 968, S-8 p. Series The Dryden Press series in Marketing ISBN 0030180228 Topical name Marketing
Marketing internacional
Economia internacional CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8:339.5 TER 5031 Available 5031
Total holds: 0

Contents

Part I - The international environment

1. Introduction: the concept of global marketing
2. Economic environment: the world economy
3. Economic environment: the foreign economies
4. Cultural environment: the people of the world
5. The political-legal environment

Part II - International marketing management

6. Global marketing strategy
7. International marketing intelligence
8. International product policy: the basic product policy
9. International product policy: new-product development and product-line policies
10. Foreign market entry
11. Distribution: foreign market channels and global logistics
12. International promotion: advertising
13. International promotion: other factors
14. Pricing in international marketing: I
15. Pricing in International marketing: II
16. International marketing of services

Part III - Coordinating international marketing

17. Planning, organization, and control of international marketing
18. The future of international marketing

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