International marketing : a global perspective /
Hans Muhlbacher, Lee Dahringer and Helmuth Leihs.
- Second edition.
- xx, 983 pages : illustrations (some color) ; 27 cm
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.