MTU Cork Library Catalogue

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

By: Jeannet, Jean-Pierre [author].
Contributor(s): Hennessey, Hubert D [author].
Material type: materialTypeLabelBookPublisher: Boston : Houghton Mifflin Company, [1995]Copyright date: ©1995Edition: Third edition.Description: xxv, 896 pages : illustrations, tables, maps ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0395710456 (hardback); 9780395710456 (hardback).Subject(s): Export marketingDDC classification: 658.84
Contents:
Introduction -- Global marketing: An overview -- 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 international and global advertising -- Part 5: Managing the global marketing effort -- Organizing international and global marketing -- Planning and controlling international and global marketing -- The export and import trade process -- Part 6: Cases: Practicing global marketing.
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 00214589
Total holds: 0

Enhanced descriptions from Syndetics:

The authors combine their teaching and professional experience to present students and practitioners with a viewpoint of international and global marketing. Through its managerial views and strategic focus, the text reflects the modern global marketing manager, and its coverage of global and international marketing applies to managers from any industry sector, and any country. The emphasis on practical aspects incorporates numerous contemporary examples from Asia and emerging markets, as well as European and US companies abroad, together with 16 full-length cases.

Includes bibliographical references and index.

Introduction -- Global marketing: An overview -- 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 international and global advertising -- Part 5: Managing the global marketing effort -- Organizing international and global marketing -- Planning and controlling international and global marketing -- The export and import trade process -- Part 6: Cases: Practicing global marketing.

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