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International Marketing Compact / F. Zeynep Bilgin / Gerhard A. Wührer

Main Author Bilgin, F. Zeynep Coauthor Wührer, Gerhard A. Publication Wien : Linde International, 2014 Description 318 p. ISBN 979-3-7143-0135-9 Topical name Marketing 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 BIL Available UE22713
Total holds: 0

Bibliografia: 296 - 310 p.

Table of contents:

Part I: Prospects for Understanding International Marketing Challenges
1. Development and Trends in International Marketing
2. Policy Making and International Marketing
3. Economic Liberalization and Emergence of New Market Structures
4. Culture and Business Negotiations

Part II: The Choice for the Right Market and Market Entry
5. Research and Analysis in International Environments
6. Strategy and Market Entry

Part III: Operational Focus on Markets Abroad
7. Reach of Markets beyond Borders
8. From Product to Brand, from Brand to Service
9. The Approaches for Pricing in Different Market Structures
10. Communication Mix and Customer-Seller Links

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