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Item Details
| Title:
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ESSENCE INTERNATIONAL MARKETING
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| By: |
Stanley Paliwoda |
| Format: |
Paperback |
| List price:
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£67.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0132848031 |
| ISBN 13: |
9780132848039 |
| Publisher: |
PEARSON EDUCATION (US) |
| Pub. date: |
1 December, 1993 |
| Pages: |
176 |
| Description: |
Based around the 9 Ps - people, process, power, product/service, pricing, publicity/promotion, place of sale/distribution, planning/control and precedents - this book leads the reader through a series of scenarios and questions so as to properly challenge managerial thinking. |
| Synopsis: |
Designed for managers on short courses, for MBA and other students and for managers and aspiring managers, this book presents concise, analytical information on the key topics of international marketing. The book is based around the 9 Ps - people, process, power, product/service, pricing, publicity/promotion, place of sale/distribution, planning/control and precedents. A chapter is given to each. It leads the reader through a series of scenarios and questions so as to properly challenge managerial thinking. "The Essence of International Marketing" discusses not whether one should enter foreign markets, but when and on what terms. The necessity of international marketing is also discussed in the context of wanting to be globally competitive. Other areas covered include analysis of the main isssues, assessing the likelihood of change, implications that change will bring and how to respond to it. Each chapter ends with a checklist summarizing information provided and questions that need to be answered. |
| Publication: |
US |
| Imprint: |
Prentice Hall |
| Returns: |
Non-returnable |
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