Global marketing

Contributor(s):

Akhter, Syed H [Author]

Material type: Text

TextLanguage: English Publication details: South-Western College Publishing, 1995Description: 655 p. 25 cm.ISBN:

9780538831765

Subject(s):

Contents:

Includes index. TOC:-- Global marketing-- The economic environment-- The financial environment-- The political and legal environment-- The cultural environment-- Global product strategies-- Global pricing decisions-- Global logistics channels-- Global promotion strategies-- Global business involvement: market entry strategies-- Strategic global market management-- Ethics and global marketing--

Summary: In the last two decades we have witnessed a gradual shift in focus from domestic to international, to multinational, to global marketing. This shift in focus reflects the socioeconomic, political, and technological developments that have changed the way business is conducted. The breakup of the Soviet Union, the creation of the European Union, of the NAFTA, the rapid growth and integration of the Asian Pacific economies, the ascendance of market economies, and the alliance of computer and communication technologies have all increased the significance of global marketing.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF1416 AKH (Browse shelf(Opens below))	Available		B03711

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In the last two decades we have witnessed a gradual shift in focus from domestic to international, to multinational, to global marketing. This shift in focus reflects the socioeconomic, political, and technological developments that have changed the way business is conducted. The breakup of the Soviet Union, the creation of the European Union, of the NAFTA, the rapid growth and integration of the Asian Pacific economies, the ascendance of market economies, and the alliance of computer and communication technologies have all increased the significance of global marketing.