Verfügbarkeit: International marketing

International marketing:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Terpstra, Vern (VerfasserIn), Sarathy, Ravi (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Fort Worth [u.a.] Dryden Press 1994
Ausgabe:	6. ed.
Schriftenreihe:	The Dryden Press series in marketing
Schlagworte:	Internationale marketing Mercadotecnia exterior - Administración Export marketing > Management Internationales Marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXIV, 726 S. Ill., graph. Darst., Kt.
ISBN:	0030970539

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MARC


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Datensatz im Suchindex

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adam_text	Brief Contents Part 1: The International Environment 1 Chapter 1 Introduction: The Concept of Global Marketing 2 Chapter 2 Economic Environment: The World Economy 26 Chapter 3 Economic Environment: The Foreign Economies 68 Chapter 4 Cultural Environment: The People of the World 97 Chapter 5 The Political Legal Environment 132 Part 2: International Marketing Management 167 Chapter 6 Global Marketing Strategy 168 Chapter 7 International Marketing Intelligence 213 Chapter 8 International Product Policy: The Basic Product and Its Attributes 262 Chapter 9 International Product Policy: New Product Development and Product Line Policies 310 Chapter 10 Distribution: Entering Foreign Markets 370 Chapter 11 Distribution: Foreign Market Channels and Global Logistics 414 Chapter 12 International Promotion: Advertising 453 Chapter 13 International Promotion: Other Factors 499 Chapter 14 Pricing in International Marketing: I 538 Chapter 15 Pricing in International Marketing: II 570 Chapter 16 International Marketing of Services 597 Part 3: Coordinating International Marketing 641 Chapter 17 Planning, Organization, and Control of International Marketing 642 Chapter 18 The Future of International Marketing 692 Table of Contents PART 1 The International Environment 1 CHAPTER 1 Introduction: The Concept of Global Marketing 2 International Marketing: A Closer Look 4 Identifying Global Customer Needs 4 / Satisfying Global Customers 5 / Being Better Than the Competition 5 / Coordinating Marketing Activities 5 / Recognizing the Constraints of the Global Environment 5 International Marketing Management 6 The Global Marketplace 7 Nintendo in America 7 / Disney with a Foreign Accent 8 / You See the Nicest People on Japanese Motorbikes 10/Profiting from the Newly Rich 10/Korean Furs (for Less) 11 / Where the Buyers Are 11 Global Marketing—Dolls for Chinese Children 12 Where the Ideas Are 13 / Learning from the Examples 13 Global Marketing—Exporting Lumber to Japan 14 The U.S. Firm in the Global Marketplace 15 Export Sales and Sales from Foreign Subsidiaries 15 / International Marketing: The Trade Barrier of the Mind 17 The Approach of This Book 18 Part 1: International Environment (Chapters 1 5) 18 Part 2: International Marketing Management (Chapters 6 16) 18 Part 3: Coordinating International Marketing (Chapters 17, 18) 18 Summary 19 Questions 19 Endnotes 20 Further Readings 20 Case 1.1 Commodore International 21 CHAPTER 2 Economic Environment: The World Economy 26 Nation Trades with Nation 27 A Picture of World Trade 27 / Composition of World Trade 29 / Patterns of World Trade 30 / International Trade Theory 32 / Balance of Payments 34 / Commercial Policy 38 Other Dimensions and Institutions in the World Economy 40 GATT 40 / UNCTAD 41 / GATT, UNCTAD, and the Firm 42 / The New Eastern Europe 43 / Regional Economic Integration 43 Global Marketing—NCR s Eurostrategy for 1992 47 International Financial System 49 xiii XIV Table of Contents Global Marketing—IMF: The Fund Some Love to Hate 51 The United States in the World Economy 52 Summary 53 Questions 54 Endnotes 55 Further Readings 55 Data Sources 55 Case 2.1 Foreign Exchange Rates 56 Case 2.2 U.S. Pharmaceuticals, Inc. (A) 56 CHAPTER 2 APPENDIX Europe, 1992 58 Background and Summary 58 The Single European Market of 1992 60 / Cracks in the Single Market 65 / Further Readings 67 CHAPTER 3 Economic Environment: The Foreign Economies 68 Size of the Market 69 Population 69 / Income 72 Global Marketing—Population Growth: Promise or Peril? 73 Global Marketing—The World Bank Economic Groupings 76 Gross Domestic Product (GDP) 79 Nature of the Economy 80 Physical Endowment 80 / Nature of Economic Activity 82 / Infrastructure of the Nation 83 Global Marketing—Hello, Operator? Help! 87 Urbanization 88 / Other Characteristics of Foreign Economies 89 Summary 91 Questions 92 Endnotes 93 Further Readings 93 Data Sources 93 Case 3.1 American Mining Machinery, Inc. 94 Case 3.2 Medical Specialties, Inc. 95 Case 3.3 Unicola 95 CHAPTER 4 Cultural Environment: The People of the World 97 What Is Culture? 98 Cultural Analysis in U.S. Marketing 98 / Elements of Culture 99 Material Culture 99 Technology and Material Culture 99 / Material Culture as a Constraint 100 Table of Contents XV Language 102 Global Marketing—Product Choices and Third World Agriculture 103 Language as a Cultural Mirror 103/Language as a Problem 105 Aesthetics 106 Design 106 Global Marketing—English in Japan 107 Color 107/Music 108/Brand Names 108 Education 109 International Differences in Education 109 / Education and International Marketing 110 Religion 111 Animism or Nonliterate Religion 111/ Hinduism 112 Global Marketing—Shinto in Japan 113 Buddhism 114/Islam 114/Japan: Shinto, Buddhist, and Confucianist 115/Christianity 116/ Religion and the Economy 117 Attitudes and Values 119 Marketing Activities 119/ Wealth, Material Gain, and Acquisition 119/ Change 119/ Risk Taking 120 / Consumer Behavior 120 Social Organization 120 Kinship 120 / Common Territory 121 / Special Interest Group 121 / Other Kinds of Social Organizations 121 Global Marketing— The Market Nation State or Ethnic Group ? 122 Cultural Variables and Marketing Management 123 Summary 123 Questions 124 Endnotes 125 Further Readings 125 Case 4.1 Bottled Spirits 126 Case 4.2 Foremost Dairy in Thailand 127 Case 4.3 An American Firm Wins Big in Japan 128 Case 4.4 Marketing Sea Urchins to Japan 130 CHAPTER 5 The Political Legal Environment 132 Political Environment 133 Host Country Political Environment 133 / External Factors 136 / Company Factors 136 / International Political Environment 136 Global Marketing—The Political Beans in Folgers Coffee 138 Home Country Political Environment 138 The Legal Environment 139 U.S. Law and International Marketing 139 / International Law and International Marketing 144 Global Marketing—GA TT Intervenes in the U.S. Canada Beer Dispute 145 Foreign Laws and International Marketing 150 XVI Table of Contents Global Marketing—Disney as Cop 151 The Firm in the International Legal Environment 155 / The Marketer Is Not a Lawyer 157 Summary 158 Questions 159 Endnotes 159 Further Readings 159 Case 5.1 The Political Legal Environment of Cigarette Marketing 161 Case 5.2 U.S. Pharmaceuticals, Inc. (B) 164 PART 2 International Marketing Management 167 CHAPTER 6 Global Marketing Strategy 168 Marketing and Its Links to Global Strategy 169 Global Strategy: A Framework 169 Global Marketing—Competitiveness in the Global Automobile Industry 171 Global Strategy and the Product Line 172 / Product Line Strategy for Individual Country Markets 172 Global Marketing—Marzotto s Global Growth 174 Competitive Advantage 175 / The Basic Questions: Which Activities and Where? 176 / Environmental Change and Value Added Choices 178 / Configuration and Coordination of the Value Added Chain 178 Why Should Firms Think Globally? 180 Global Markets 180 / Global Technology Markets 182 / Global Production Resources 182 / Global Competition 182 / Global Customers 183 / Government Actions 184 Corporate Goals and Global Strategy 185 Dangers of a Portfolio Approach to International Markets 185 / Modes of Global Competition 185 / Competing as a Low Cost Producer 186 / Competing with Differentiated Products 186 / Competing by Seeking Protected Markets 186 Global Marketing—Sara Lee and Europe 187 Where Do Global Competitors Come From? 187 / Assessing Global Competition 188 / Impact of Government Actions on Strategy 189 Global Marketing Strategies 190 Impact of Differences among National Markets 190 / Some Adaptation Is Necessary 190 / The Global Marketing System 191 / Coordinating the Global Marketing System 191 Targeting Individual Country Markets 192 Corporate Goals and Choice of Markets 192 Global Marketing—Pitney Bowes and the Value Added Chain 194 Market Positioning in the Triad Economies 195 / Responding to Regional Integration 195 / Marketing to Japan 196 Global Marketing—Global Strategy in the Personal Computer Industry 198 Summary 199 Questions 200 Endnotes 201 Further Readings 202 Table of Contents XVH Case 6.1 Windmere Corporation 203 Case 6.2 A.L. Labs, Inc. 208 CHAPTER 7 International Marketing Intelligence 213 Breadth of the Task 213 What Information? 214 The Information Provided by Marketing Research 215 The Marketing Environment 216/ The Competition 217/ The Product 217/ Marketing Mix 218/ Firm Specific Historical Data 218 Problems in International Marketing Research 219 The Problem of Numerous Markets 220 / Problems with Secondary Data 220 / Problems with Primary Data 221 / Improvisation 224 / New Services to Aid the International Firm 225 / Learning by Doing 226 Other Techniques to Use in Developing Countries 226 Analysis of Demand Patterns 226 / Multiple Factor Indexes 226 / Estimation by Analogy 226 / Regression Analysis 228 / Comparative Analysis 228 / Cluster Analysis 229 / Screening Potential International Markets 230 Global Marketing—Pet Food Market in Japan: An Opportunity? 231 Gap Analysis 232 / Input Output Tables 233 / Information Sought by Marketing Research Professionals 233 / Going Beyond Market Demand: Cost and Technology Trends 233 Evaluating Information 234 Quality of Data 234 Global Marketing— Where Are All the Young Vns ? 235 Relevance of Data 236 / Cost of Data 236 Organizing for International Marketing Intelligence 236 Level of Decision Making 237 Information Sources for International Marketing 238 U.S. Government 239 / Other Government Departments 239 / Other Governments 239 Global Marketing—The National Trade Data Bank: Marketing Information for Exporters 242 International Organizations 242 / Business and Trade Associations 243 / Service Organizations 244 / Information for Sale 245 / Company Experience 246 Marketing Research Models: The Mode of Entry into Foreign Markets 247 Summary 248 Questions 249 Endnotes 249 Further Readings 250 Case 7.1 Madrona Chemical Company Marketing Research for International Division 251 Case 7.2 International Chemicals, Inc. 253 Case 7.3 Whirlpool: The European Market 259 XViH Table of Contents CHAPTER 8 International Product Policy: The Basic Product and Its Attributes 262 What to Sell Abroad: Product Policy for International Markets 263 The Product Itself 263 Adaptation versus Standardization 264 Global Marketing—Food Products for the Japanese Market 269 Product Attributes in International Markets 270 Brands and Trademarks 271 Global Marketing—Protecting Brand Names and Trademarks 275 Country of Origin Effect 281 / Product Standards 282 / Packaging and Labeling 284 Global Marketing—Establishing New Product Standards 285 Warranty and Service Policies 288 / Segmentation across National Markets 294 / Alternatives to Direct Entry: Franchising Abroad 294 Global Marketing—Franchising 296 Summary 297 Questions 298 Endnotes 299 Further Readings 300 Case8.1lkea 301 Case 8.2 Domino s Pizza in Japan 304 Case 8.3 Kellogg s Corn Flakes 306 Case 8.4 Chrysler Jeep: International Product Policy 308 CHAPTER 9 International Product Policy: New Product Development and Product Line Policies 310 New Product Development 310 Importance of Consumer Needs 311 / Products for Foreign Markets: A Conceptual Framework 311 / Adoption and Diffusion of New Products 311 / Generation of Product Ideas 312 Global Marketing—Can Rain Forests Help Develop New Products? 315 Location of Product Development for Global Markets 316/ Screening Product Ideas 319/ Market Testing 322 / Example of Product Development: Nestle 322 / Cooperation in Developing Products 323 Global Marketing—Developing Multiple New High Technology Products: Sony s Approach 324 Incremental Innovation 325 / Product Testing 326 Product Line Management 326 Domestic versus International Product Line 326 / Extending the Domestic Product Line 327 / Competitive Influences on the Product Line 328 / Other Influences on the Product Line 329 / Banned at Home, Sold Abroad 333 Foreign Market Choice: Matching Products to Markets 334 International Product Life Cycle 336 Global Marketing—Cosmetics for the Russian Market 339 Market Potential and Market Entry Decisions 340 Global Marketing—Will Chilled Food Charm U.S. Shoppers? 344 Table of Contents xix Summary 346 Questions 348 Endnotes 349 Further Readings 350 Case 9.1 Grand Met: The Development of World Brands 351 Case 9.2 Boeing, Airbus, and McDonnell Douglas: Competing Product Lines 356 CHAPTER 10 Distribution: Entering Foreign Markets 370 How to Enter Foreign Markets 370 Decision Criteria for Entry Method 371 Global Marketing—Japanese Entry and Expansion Strategies 373 A Simple Decision Model 374 Indirect Exporting 375 Foreign Sales through Domestic Sales Organization 376 / Export Management Companies 377 / Cooperation in Exporting 378 Global Marketing—Brauner Export Company—Export Management Company 379 Direct Exporting 384 The Task of Export Management 384 Global Marketing—The Most Common Mistakes of New Exporters 389 Foreign Manufacturing as Foreign Market Entry 389 Approaches to Foreign Manufacture: Assembly 390 / Contract Manufacturing 391 / Licensing 392 Global Marketing—A Champion at Home and Abroad by Licensing 394 Joint Ventures in Foreign Markets 396 / Strategic Alliances 399 / Wholly Owned Foreign Production 399 Global Marketing—MCI Goes Abroad 400 Conclusions on Foreign Market Entry Methods 402 Level of Involvement—A Two Way Street 403 Summary 404 Questions 405 Endnotes 405 Further Readings 406 Case 10.1 BMW: Marketing Subsidiaries in Foreign Markets 407 Case 10.2 Metro Corporation: Technology Licensing Negotiation 408 CHAPTER 11 Distribution: Foreign Market Channels and Global Logistics 414 Managing Foreign Distribution 415 Marketing through Distributors in Foreign Markets 415 Initial Distributor Selection 416/ Distributor Agreement 416/ Financial and Pricing Considerations 416/Marketing Support Considerations 417/Communications 417 / Other Considerations 417 Marketing through the Firm s Own Presence 418 Wholesaling in Foreign Markets 418 XX Table of Contents Global Marketing—Nike—Just Do It 419 Retailing in Foreign Markets 421 / Distribution Trends in World Markets 424 Global Marketing—Retailers Become Multinationals 425 Marketing through Foreign Distribution Channels 428 International or National Patterns 428 Global Marketing—Innovators Abroad: Clinique, McDonald s, and Procter Gamble 429 Direct versus Indirect Channels 431 / Selective versus Intensive Distribution 431 / Working with the Channel 432 / Keeping Channels Up to Date 434 Logistics for International Marketing 437 Logistics within the Foreign Market 437 / Multimarket Logistics 438 / The Dynamic Environment 439 / The Flexible Response 439 Management of International Logistics 440 Facilities and Technology 440 Global Marketing—International Logistics at General Motors 442 Coordination of International Logistics 443 Summary 445 Questions 446 Endnotes 447 Further Readings 447 Case 11.1 General Mills Looks Abroad 448 Case 11.2 Protective Devices Division Case 450 CHAPTER 12 International Promotion: Advertising 453 Constraints on International Advertising 454 Languages: The Tower of Babel 454 Global Marketing—Pepsi Advertising: Not Necessarily the Right One, Baby 455 Role of Advertising in Society 456 / Media Availability 456 / Government Controls 456 / Competition 457 / Agency Availability 458 Advertising Decisions Facing the International Marketer 458 Selecting the Agency 458 / Choosing the Advertising Message 465 Global Marketing—Japanese Ads Take Earthiness to Levels Out of This World 469 Selecting the Media 473 Global Marketing—A New Star in the International Media Heaven 478 Setting the International Advertising Budget 479 / Evaluating International Advertising Effectiveness 483 / Organizing for International Advertising 483 / Using Cooperative Advertising 486 Summary 487 Questions 488 Endnotes 489 Further Readings 489 Case 12.1 Nestle (A): The Case of the Dying Babies 490 Case 12.1 Appendix: Nestle s Response 491 Case 12.2 Saatchi Saatchi: Becoming Number One in Global Advertising 494 Table of Contents XXi CHAPTER 13 International Promotion: Other Factors 499 Personal Selling 499 National, Not International 500 / Recruiting and Selecting the Sales Force 501 / Training the Sales Force 502 Global Marketing—Colgate Upgrades Its Thai Sales Force 503 Motivating and Compensating the Sales Force 504 / Controlling the Sales Force 505 / Evaluating Sales Force Performance 505 / Level of Involvement and Personal Selling 506 Sales Promotion 506 Marketing Mix as Promotion 508 Product 509 / Distribution or Level of Involvement 510/Price and Terms 510 / The Total Mix at Work 511 Special Forms of International Promotion 512 Global Marketing—The Ambassador as International Marketer 513 Federal Level Assistance 514/ State Level Assistance 515/ International Trade Fairs 515 The Washington Representative 518 Global Marketing—Mar/landers Report Abundant Trade Leads at Medica 88 519 Miscellaneous Efforts 519 Public Relations—Corporate Communications 524 Global Marketing—The Olympics: International Marketing Tool 525 The Public Relations Task Today 526 Summary 529 Questions 530 Endnotes 531 Further Readings 531 Case 13.1 Nestle (B): More Trouble in the Baby Market 532 Case 13.2 Eberhard Faber s Special Forms of Promotion 534 Case 13.3 Raytheon s Offset Adventure 536 CHAPTER 14 Pricing in International Marketing: I 538 Factors in International Pricing 539 Price, Competition, and Strategic Objectives 539 / Consumer s Ability to Buy 539 / Price in Relation to a Firm s Costs and Profit Goals 541 / Price and the Product Line 541 Export Pricing and Terms 541 Export Prices in Relation to Domestic Prices 541 / Market Oriented Export Pricing 543 / Price Escalation in Exporting 543 / Impact of Exchange Rate Fluctuations 544 / Export Price Quotations 545 / Raising Prices Because of Exchange Rate Changes 547 Global Marketing—Using European Currency Units to Reduce Foreign Exchange Risk 548 Strategies for Coping with Foreign Exchange Risk 549 / Export Credit and Terms 551 The Financing of International Sales: A Component of International Pricing 553 FCIA 554 Transfer Pricing in International Marketing 555 Product Division to International Division 555 XXii Table of Contents Global Marketing— Transfer Pricing at Hewlett Packard 556 Global Marketing—Tuna Prices in Japan: Price and Value 558 International Division to Foreign Subsidiary 559 / Managing International Transfer Pricing 561 Summary 561 Questions 562 Endnotes 562 Further Readings 563 Case 14.1 Subaru of America 564 Case 14.2 Federal Cash Registers: Price Competition Overseas 568 CHAPTER 15 Pricing in International Marketing: II 570 Foreign Market Pricing 570 Foreign Market Variables: Company Goals 571 / Foreign Market Variables: Costs 571 / Foreign Market Variables: Demand 574 / Foreign Market Variables: Competition 574 / Foreign Market Variables: Government 574 / Foreign Market Variables: Distribution Channels 575 International Competition and Price Cutting Pressures 576 Global Marketing—The Influence of Competition on Pricing 577 Price Pressure and the Need to Cut Costs 578 Pricing Implications of International Manufacturing Decisions 579 Product Redesign and Pricing Implications 580 / Gray Markets 581 / Strategies for Foreign Market Pricing 582 Countertrade 583 Leasing in International Markets 587 Coordinating Pricing in International Marketing 588 Final Consumer Prices 588 Global Marketing—Drug Pricing and Social Pressures 589 Control Techniques 590 / Subsidiary Pricing of Exports 591 Summary 591 Questions 592 Endnotes 592 Further Readings 593 Case 15.1 Alimentaires de Barria S.A.: Operating in an Inflationary Economy 594 CHAPTER 16 International Marketing of Services 597 Services: How Are They Different from Products? 600 Intangibility 600 / Heterogeneity 600 Global Marketing—McDonald s in Hungary 601 Perishability 602 / Simultaneous Production and Consumption 602 / Pricing Services 602 / Measuring Services Quality 603 / Importance of Customer Loyalty to Services 603 Table of Contents XXHi Additional Decision Areas in International Services Marketing 603 Advertising 603 / Organization 603 / Cultural Variables 604 Comparative Advantage and the Service Industries 604 Labor 604 / Capital 605 / Technology 605 / Transfer of Information, Technology, Capital, and People 605 / Other Bases for Comparative Advantage 606 Government Intervention in the Trade in Services 606 Global Marketing—Selling Telecommunications in China 607 Fair Trade in Services: The Uruguay Round 608 Global Media and Entertainment Industry 609 European Media Environment 609 / Satellite TV and a Pan European Audience 610/ Entertainment Industry Economics 612/Global Mergers in the Media Industry 612/Cable TV 613/Sports 614/ Music 614 / European Trade Barriers in Entertainment 614 / Future Outlook for Globalization of Media and Entertainment Industry 615 International Airline Industry 615 Global Marketing—Globalizing Services: Federal Express 617 International Professional Services 618 International Retailing 618 Global Marketing—Manpower in Japan 619 Entering the Japanese Retail Industry 620 International Hotel Industry 621 International Financial Services 622 The International Credit Card Market 622 / International Investment Banking 624 / International Insurance Markets 624 Other Opportunities in International Services 625 Global Marketing—Designing Golf Courses for Southeast Asia 626 Marketing Services Overseas: What Have We Learned? 627 Summary 628 Questions 630 Endnotes 631 Further Readings 633 Case 16.1 Baseball: The Japanese Game 634 Case 16.2 Sony Corp. 637 PART 3 Coordinating International Marketing 641 CHAPTER 17 Planning, Organization, and Control of International Marketing 642 Planning for Global Marketing 642 Developing Plans for Individual Markets 643 / Situation Analysis 644 / Setting Objectives 645 / Strategy and Tactics 645 / Stages in the Planning Calendar 646 / Adapting Plans to Individual Countries 646 / Division of Labor in International Planning 647 / International Coordination of National Plans 647 / Comparative Analysis for International Planning 648 / Long Range Planning 649 XXiv Table of Contents Global Marketing—Long Range Scenario Building at Shell 650 Responding to Competition: Strategic Alliances 651 Organizing for Global Marketing 655 Variables Affecting Organizational Structure 655 Separation or Integration? 656 Global Marketing—Internationalizing the Company: Staffing Issues 657 Area, Product, or Functional Orientation? 658 / The Matrix Organization 661 / Examples of Global Organization 662 Global Marketing—Bringing Global Vision into the Company 663 Global Marketing—Reorganization at Square D Company 664 What Role Should Headquarters Play? 666 / Implementation and Organization 667 / Regional Headquarters: A Halfway House 669 / Conclusions on Organizational Structure 669 Controlling International Marketing 669 Establishing Standards 670 / Measuring and Evaluating Performance 671 / Correcting Deviations 673 / Means of Maintaining Control 673 Summary 677 Questions 679 Endnotes 680 Further Readings 681 Case 17.1 Pall Corporation 682 Case 17.2 Catalina Lighting: Quality Lighting at Very Affordable Prices 685 CHAPTER 18 The Future of International Marketing 692 Global Customers and Global Markets 692 The Japanese Opportunity 692 / Japan s Neighbors 693 / The Opportunities of a Single Europe 693 / Liberalization in Eastern Europe 694 How Is Global Competition Evolving? 696 Technology in the Global Marketplace 696 / Environmental Factors Affecting Global Competition 697 How Can the Firm Gain an Edge in Global Markets? 698 The Strategic Challenge of 1992 and a Single Europe 698 / Future Strategic Areas of Prime Importance 698 Women in International Marketing 703 Ethical Considerations in International Marketing 703 Endnotes 704 Name and Company Index 705 Subject Index 715
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spelling	Terpstra, Vern Verfasser aut International marketing Vern Terpstra ; Ravi Sarathy 6. ed. Fort Worth [u.a.] Dryden Press 1994 XXIV, 726 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier The Dryden Press series in marketing Internationale marketing gtt Mercadotecnia exterior - Administración Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Sarathy, Ravi Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006322501&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Terpstra, Vern Sarathy, Ravi International marketing Internationale marketing gtt Mercadotecnia exterior - Administración Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4125431-4
title	International marketing
title_auth	International marketing
title_exact_search	International marketing
title_full	International marketing Vern Terpstra ; Ravi Sarathy
title_fullStr	International marketing Vern Terpstra ; Ravi Sarathy
title_full_unstemmed	International marketing Vern Terpstra ; Ravi Sarathy
title_short	International marketing
title_sort	international marketing
topic	Internationale marketing gtt Mercadotecnia exterior - Administración Export marketing Management Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Internationale marketing Mercadotecnia exterior - Administración Export marketing Management Internationales Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006322501&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT terpstravern internationalmarketing AT sarathyravi internationalmarketing

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