Foreword; Tanya Zlateva PART I: MAPPING MARKET SCENARIO 1. Understanding International Business 2. International Finance 3. Economic and Cultural Dynamics 4. Political and Legal Factors PART II: PREPARING DESTINATION MARKETS 5. Market Research and Organizational Design 6. Internal and External Fit 7. Segmentation, Targeting, and Positioning PART III: DEVELOPING FUNCTIONAL STRATEGIES 8. Product Strategies 9. International Pricing and Distribution Strategies 10. Promotion Strategies References Index
Foreword; Tanya Zlateva PART I: MAPPING MARKET SCENARIO 1. Understanding International Business 2. International Finance 3. Economic and Cultural Dynamics 4. Political and Legal Factors PART II: PREPARING DESTINATION MARKETS 5. Market Research and Organizational Design 6. Internal and External Fit 7. Segmentation, Targeting, and Positioning PART III: DEVELOPING FUNCTIONAL STRATEGIES 8. Product Strategies 9. International Pricing and Distribution Strategies 10. Promotion Strategies References Index
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