International marketing / Daniel W. Baak, Barbara Czarnecka y Donald Baak.

Por: Baak, Daniel W [aut]Otros autores: Czarnecka, Barbara [autor] | Baack, Donald [autor]Tipo de material: TextoTextoIdioma: Inglés Editor: California : Sage, 2019Edición: Segunda ediciónDescripción: xxxv, 632 páginas : ilustraciones, figuras, mapas ; 27 cmTipo de contenido: texto Tipo de medio: sin mediación Tipo de portador: volumenISBN: 9781506389219; 9781506389226Tema(s): Comercio exterior | Empresas | Empresas internacionales | Mercadeo -- Administración | Mercado de exportaciónClasificación CDD: 658.827 Resumen: Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. El texto.
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Parte I. Essentials of international merketing. -- Parte II. International markets and market research. -- Parte III. International product marketing. -- Parte IV. International pricing and finance. -- Parte V. International place or distribution. -- Parte VI. International promotion.

Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.
The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. El texto.

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