Description
About the Author
Helmuth Leihs is Professor of Marketing at the University of Applied Sciences at the MCI Management Centre Innsbruck and a Management Consultant in the field of International Marketing Professor Lee Dahringer is Dean and Professor of Marketing of the Business School at Butler University in Indianapolis, USA Hans M hlbacher is Professor of Marketing at the University of Innsbruck in Austria. He is a past president of the European Marketing Academy
Reviews
PART I: STRATEGIC ANALYSES. 1. Introduction: The Challenge of Globalization. 2. Potential Market Assessment: Determination of Attractive Markets. 3. Assessing the Potential Markets: The Economic Environment. 4. Assessing Potential Markets; The Political and Legal Environment. 5. Assessing Potential Markets: The Cultural Environment. 6. Assessing the Operating Environment: The Firms Competitive Position. 7. International Market Intelligence. PART II: BASIC STRATEGIC DECISIONS. 8. The Intended Strategic Position. 9. Rules of Business Behaviour. 10. Resource Allocation. PART III: BUILDING AND SUSTAINING THE INTENDED GLOBAL POSITION. 11. International Product Management. 12. International Distribution Management. 13. International Sales Management. 14. International Marketing Logistics. 15. International Market Communication. 16. International Price Management. 17. International Marketing Planning and Budgeting.
Book Information
ISBN 9781844801329
Author Helmuth Leihs
Format Paperback
Page Count 800
Imprint Cengage Learning EMEA
Publisher Cengage Learning EMEA
Weight(grams) 1544g
Dimensions(mm) 274mm * 218mm * 30mm