The Essence of International Marketing (The Essence of Management)
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Type
Book
Authors
ISBN 10
0132848031
ISBN 13
9780132848039
Category
Marketing (E-3-4)
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Publication Year
1994
Publisher
Pages
176
Description
Designed for managers on short courses, for MBA and other students and for managers and aspiring managers, this book presents concise, analytical information on the key topics of international marketing. The book is based around the 9 Ps - people, process, power, product/service, pricing, publicity/promotion, place of sale/distribution, planning/control and precedents. A chapter is given to each. It leads the reader through a series of scenarios and questions so as to properly challenge managerial thinking. "The Essence of International Marketing" discusses not whether one should enter foreign markets, but when and on what terms. The necessity of international marketing is also discussed in the context of wanting to be globally competitive. Other areas covered include analysis of the main isssues, assessing the likelihood of change, implications that change will bring and how to respond to it. Each chapter ends with a checklist summarizing information provided and questions that need to be answered. - from Amzon
Number of Copies
2
Library | Accession‎ No | Call No | Copy No | Edition | Location | Availability |
---|---|---|---|---|---|---|
Main | 37 | 1 | Yes | |||
Main | 820 | 2 | Yes |