Inhaltsangabe:
- 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.
- 6. Global marketing strategy.
- 7. International marketing intelligence.
- 8. International product policy: the basic product and its attributes.
- 9. International product policy: new-product development and product-line policies.
- 10. Distribution: entering foreign markets.
- 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.
- 17. Planning, organization and control of international marketing.
- 18. The future of international marketing.