MTU Cork Library Catalogue

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International marketing : a global perspective / Hans Muhlbacher, Lee Dahringer and Helmuth Leihs.

By: Mühlbacher, Hans, 1949- [author].
Contributor(s): Dahringer, Lee [author] | Leihs, Helmuth [author].
Material type: materialTypeLabelBookPublisher: London : International Thomson Business Press, 1999Copyright date: ©1999Edition: Second edition.Description: xx, 983 pages : illustrations (some color) ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 1861524560 (paperback); 9781861524560 (paperback).Subject(s): Export marketingDDC classification: 658.84
Contents:
Part I: International marketing - Motivation and Process -- The challenge of globalization -- International marketing strategy - The key to success -- Part II: Potential market assessment -- The economic environment -- Political and legal environment -- The cultural environment -- International marketing intelligence -- Potential market assessment: Determination of attractive markets -- Potential market assessment: The firm's competitive position -- Part III: Basic strategic decisions -- The global strategic position -- Management systems for international marketing -- The market-entry strategy -- Part IV: Building and sustaining the global position -- International product and services management: Product policy decisions --International total product management: Product management processes -- International distribution management -- International marketing logistics -- International sales management -- International market communication -- International pricing decisions -- The international marketing plan.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) 1 Available 00085596
Total holds: 0

Enhanced descriptions from Syndetics:

In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. This book starts from the premise that any firm, regardless of size, can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company. The text examines the main issues facing companies that want to compete successfully in the global marketplace. It combines coverage of the relevant theories with a practical approach to the issues.

Previous ed.: 1991.

Includes bibliographical references and index.

Part I: International marketing - Motivation and Process -- The challenge of globalization -- International marketing strategy - The key to success -- Part II: Potential market assessment -- The economic environment -- Political and legal environment -- The cultural environment -- International marketing intelligence -- Potential market assessment: Determination of attractive markets -- Potential market assessment: The firm's competitive position -- Part III: Basic strategic decisions -- The global strategic position -- Management systems for international marketing -- The market-entry strategy -- Part IV: Building and sustaining the global position -- International product and services management: Product policy decisions --International total product management: Product management processes -- International distribution management -- International marketing logistics -- International sales management -- International market communication -- International pricing decisions -- The international marketing plan.

Table of contents provided by Syndetics

  • Part 1 International Marketing: Motivation and Process
  • 1 The Challenge of Globalisation
  • 2 International Marketing the Key to Success
  • Part 2 Potential Market Assessment
  • 3 The Economic Environment
  • 4 Political and Legal Environment
  • 5 The Cultural Environment
  • 6 International Marketing Intelligence
  • 7 Determination of Attractive Markets
  • 8 The Firms Competitive Position
  • Part 3 Basic Strategic Decisions
  • 9 The Global Strategic Position
  • 10 Management Systems for International Marketing
  • 11 The Market-Entry Strategy
  • Part 4 Building and Sustaining The Global Position
  • 12 International Product Management: Product Policy Decisions
  • 13 International Product Management Product Management Processes
  • 14 International Distribution Management
  • 15 International Sales Management
  • 16 International Marketing Logistics
  • 17 Pricing Decisions
  • 18 International Market Communication
  • 19 The International Marketing Plan

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