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International Marketing: A Global Perspective, 3rd Edition

Hans Muhlbacher, Lee Dahringer, Helmuth Leihs

  • Copyright 2006
  • {{checkPublicationMessage('Published', '2006-03-10T00:00:00+0000')}}
Starting At £97.99 See pricing and ISBN options
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International Marketing: A Global Perspective 3rd Edition by Hans Muhlbacher/Lee Dahringer/Helmuth Leihs
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Overview

INTERNATIONAL MARKETING: A GLO BAL PERSPECTIVE 3E

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Meet the Authors

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Hans Muhlbacher

Hans Mühlbacher is Professor of Marketing at the University of Innsbruck in Austria. He is a past president of the European Marketing Academy

Lee Dahringer

Professor Lee Dahringer is Dean and Professor of Marketing of the Business School at Butler University in Indianapolis, USA

Helmuth Leihs

Helmuth Leihs is Professor of Marketing at the University of Applied Sciences at the MCI Management Centre Innsbruck and a Management Consultant in the field of International Marketing

Table of Contents

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Preface.
PART I: STRATEGIC ANALYSIS.
1. Challenge of Globalization.
2. Potential Market Assessment: Determination of Attractive Markets.
3. Potential Market Assessment: Economic Environment.
4. Potential Market Assessment: Political and Legal Environment.
5. Potential Market Assessment: Cultural Environment.
6. Operating Environment Assessment: Firms Competitive Position.
7. International Marketing Intelligence.
PART II: BASIC STRATEGIC DECISIONS.
8. Intended Strategic Position.
9. Rules of Business Behavior.
10. Resource Allocation.
PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION.
11. International Product Management.
12. International Distribution Management.
13. International Sales Management.
14. International Marketing Logistics.
15. International Market Communications.
16. International Pricing Decisions.
17. International Marketing Plan.

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  • ISBN-10: 1844801322
  • ISBN-13: 9781844801329
  • RETAIL £97.99
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