International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy. Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.

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