登入
選單
返回
Google圖書搜尋
International Marketing
Daniel W. Baack
Eric G. Harris
Donald Baack
出版
SAGE Publications
, 2012-02-09
主題
Business & Economics / International / Marketing
ISBN
1544350163
9781544350165
URL
http://books.google.com.hk/books?id=KCpmDwAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. Daniel W. Baack, Eric Harris, and Donald Baack identify five key factors that impact any international marketing venture—culture, language, political/legal systems, economic systems, and technological/operational differences—and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.
