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International Marketing: A Global Perspective: Book by Hans Muhlbacher

International Marketing: A Global Perspective

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ISBN: 9781861524560    Publisher: Cengage Learning EMEA Year of publishing: 1999     Format:  Paperback No of Pages: 768        
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. This book starts from the premise that any firm, regardless of size, can compete...Read more
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. This book starts from the premise that any firm, regardless of size, can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company. The text examines the main issues facing companies that want to compete successfully in the global marketplace. It combines coverage of the relevant theories with a practical approach to the issues. The book is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan.
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