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Home arrow Testimonials arrow Foreign Students arrow International Marketing
International Marketing PDF Print E-mail

Table of contents

1. International Aspects of Marketing
What does international mean?
Why are cultural differences an important aspect of Internationalization?
Why do companies internationalize their businesses?
Global Products and Product Planning
Finding Core Competencies
The Marketing Programs
International product definition process
Cases
2. The P’s and C’s of International Marketing
Promotion and Branding
Principles of Branding
Designing International Communication Programs
Realizing International Communication Programs
Cases
3. Global Selling
Global sales and export channels
International market selection process
Market Entry Strategy
Sales Channels
Cases
4. International Marketing Research
Paradigms of Social Research
International Marketing Research
The Nature of Marketing Research
The Marketing Research Process
Research Designs:
Issues in International Research Design
Exploratory Research (Characteristics, Information Types and Sources, Data Collection Methods, Sampling and
Data Analysis)
Descriptive Research (Characteristics, Information Types and Sources, Designing Data Collection Methods,
Applying Data Collection Methods, Sampling, Data Analysis and Presentation)
Experimental Research (Characteristics, Information Types and Sources Designing Data Collection Methods, Applying Data Collection Methods Sampling, Data Analysis and
Presentation)
5. Culture and Consumer Behavior
What is Culture?
The Elements of Culture
Cultural Change
Fundamental Processes
Trends and Perspectives
Postmodernism


 
 
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Content Management by Julie De Jonghe - Financed by the Socrates-Erasmus Network of the European Commission