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Global marketing management Book

Global marketing management
Global marketing management, , Global marketing management has a rating of 3.5 stars
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Global marketing management, , Global marketing management
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  • Global marketing management
  • Written by author Brian Toyne,Peter G.P. Walters
  • Published by Boston : Allyn and Bacon, c1989., 1988/12/01
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Authors

Preface
1 Overview of Global Marketing Management 1
2 Global Business Operations: Patterns and Theories 17
3 Global Marketing Through Strategic Market Planning 49
4 The Strategic Selection of Markets and Market Presence 89
5 Corporate Global Marketing Strategy 131
6 International Systems and Institutions 171
7 The Natural Environment 215
8 The Cultural Environment 243
9 The Foreign Market Assessment Process 293
10 Measuring Market Opportunities 331
11 Global Marketing Research Issues 363
12 Dimensions of Global Product Policy I 389
13 Dimensions of Global Product Policy II 421
14 Dimensions of Global Pricing Strategy 469
15 Dimensions of Global Distribution Strategy 503
16 Dimensions of Global Promotion Strategy 539
17 Dimensions of the Export Process 597
18 Dimensions of Export Marketing Management 615
19 Organization of the Global Marketing Effort 663
20 Controlling the Global Marketing Effort 695
Index 717


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