MTU Cork Library Catalogue

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Global marketing strategies / Jean-Pierre Jeannet, H. David Hennessey.

By: Jeannet, Jean-Pierre [author].
Contributor(s): Hennessey, Hubert D [author].
Material type: materialTypeLabelBookBoston : Houghton Mifflin, [1998] ©1998Edition: Fourth edition.Description: xxi, 918 pages : illustrations, color maps, tables ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 039587162X (hardback); 9780395871621 (hardback).Subject(s): Export marketingDDC classification: 658.848
Contents:
Introduction -- Introduction to global marketing -- Part 1: Understanding the global marketing environment -- The global economy -- Cultural and social forces -- Political and legal forces -- Part 2: Analyzing global marketing opportunities -- Global markets and buyers -- International and global marketing research -- Part 3: Developing global marketing strategies -- Developing a global mindset -- Global marketing strategies -- Global market entry strategies -- Part 4: Designing global marketing programs -- International and global product and service strategies -- Developing new products for global markets -- Managing international channels -- Pricing for international and global markets -- International and global promotion strategies -- Managing global advertising -- Part 5: Managing the global marketing effort -- Organizing for global marketing -- Planning and controlling global marketing -- The export and import trade process -- Part 6: Cases.
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 00100157
Total holds: 0

Enhanced descriptions from Syndetics:

The authors combine their teaching and professional experience to present students with an authoritative viewpoint of international and global marketing. The text reflects modern global marketing with managerial views, strategic focus, and coverage of global marketing that apply to managers from any industry sector or any country.

Includes bibliographical references and indexes.

Introduction -- Introduction to global marketing -- Part 1: Understanding the global marketing environment -- The global economy -- Cultural and social forces -- Political and legal forces -- Part 2: Analyzing global marketing opportunities -- Global markets and buyers -- International and global marketing research -- Part 3: Developing global marketing strategies -- Developing a global mindset -- Global marketing strategies -- Global market entry strategies -- Part 4: Designing global marketing programs -- International and global product and service strategies -- Developing new products for global markets -- Managing international channels -- Pricing for international and global markets -- International and global promotion strategies -- Managing global advertising -- Part 5: Managing the global marketing effort -- Organizing for global marketing -- Planning and controlling global marketing -- The export and import trade process -- Part 6: Cases.

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