|Titre :||International marketing and export management|
|Auteurs :||Gerald ALBAUM, Auteur ; Edwin DUERR, Auteur|
|Type de document :||Ouvrage|
|Mention d'édition :||7e éd.|
|Editeur :||Londres [Royaume Uni] : Pearson Education Limited, 2011|
|Format :||1 vol. (XXXI-990 p.) / ill., couv. ill. en coul. / 25 cm|
|Index. décimale :||734 (Vente / Négociation)|
Thésaurus du ManagementEXPORTATION ; IMPORT EXPORT SECTEUR
International Marketing and Export Management 7e offers an accessible and authoritative perspective on international marketing with a strong export management orientation, comprehensively describing the evolving competitive landscape as created by technological advances and international trade patterns. The seventh edition retains its clear and informed coverage of the opportunities for companies of all sizes and in all industries in the export of goods, services, intellectual property and business models.
Written in a no-nonsense style, the book has been updated to offer the most up-to-date discussion of the literature in the area, as well as new and engaging cases and examples in every chapter.
Key features include:
Updated to take account of the global economic crisis
New cases studies including BPs problems in the Gulf of Mexico and Toyotas worldwide recalls, along with more practical examples and vignettes throughout the text
Increased coverage of the service sector
New material on the increased importance of the BRIC countries (Brazil, Russia, India and China) and their rapid export-led growth
Greater emphasis on corporate social responsibility and ethics
The book is ideal for undergraduate and postgraduate students taking modules in International Marketing and Export Marketing/International Trade. It will also be used as a supplementary text on International Business courses.
|106526||734 ALB-2011||Imprimé||Bibliothèque||Marketing||Exclu du prêt|