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International dimensions of marketing

Author: Terpstra, Vern Publisher: University of Michigan Press, 1981.Language: EnglishDescription: 186 cm. ; 21 cm.ISBN: 0534010474Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due
Book Tanoto Library
Archives
Print HF5411 .T47 1982
(Browse shelf)
900023338
Available

Includes bibliographical references and index

Digitized

Contents Chapter 1: Marketing and International Marketing The Need to Think International 2 The Extent of International Business in U.S. Firms 4 Alternative Ways of Marketing Internationally 6 International Marketing and the Ugly American 8 Company Influences on International Marketing 9 Summary 12 Questions 12 Further Reading 13 Chapter 2: The Environment of International Marketing 14 International Environment 14 Why International Trade? 15 International Politics 21 Foreign Market Environment 25 The Economy 26 The People Environment 34 The Political and Legal Environment Summary 40 Questions 41 Further Reading 41 38 CONTENTS Chapter 3: Foreign Consumers and Foreign Markets 43 Foreign Consumer Markets 43 Foreign Industrial Markets 51 Foreign Government Markets 55 Summary 60 Questions 60 Further Reading 61 Chapter 4: International Marketing Research 62 What Is It? . 62 How to Conduct International Marketing Research 65 Problems in International Marketing Research 70 Special Approaches in International Marketing Research Information Sources 79 Success and Failure in International Marketing Research Summary 81 Questions 82 Further Reading 82 75 80 Chapter 5: Product Strategies for World Markets 84 Choosing Products for World Markets 84 The Core Product 86 Auxiliary Product Features 92 Developing Products for World Markets 99 Summary 107 Questions 108 Further Reading 108 Chapter 6: International Distribution Decisions 110 110 Getting Products into Foreign Markets CONTENTS Marketing Internationally from Domestic Production 111 Marketing Internationally from Foreign Production 116 Review of Entry Methods 120 Distribution Channels Within Foreign Markets 120 International Physical Distribution 128 Summary 133 Questions 133 Further Reading 134 Chapter 7: International Dimensions of Pricing Pricing for Export 136 Pricing Within Foreign Markets Questions 155 Further Reading 155 147 135 Chapter 8: International Dimensions of Promotion 157 Advertising in Foreign Markets 158 The National Environment of Advertising 159 Advertising in Export and Licensee Markets 163 Advertising in Foreign Subsidiary Markets 166 Personal Selling 171 Other Kinds of Promotion 175 Summary 178 Questions 178 Further Reading 179 Epilog 180 Index 183

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