| Description |
xiv, 186 p. : ill. ; 24 cm. |
| Bibliography |
Includes bibliographies. |
| Contents |
Globalization of markets / Theodore Levitt -- Customizing global marketing / John A. Quelch and Richard J. Hoff -- Cross-national survey of consumer attitudes towards marketing practices, consumerism and government regulations / Hiram C. Barksdale -- Conducting and co-ordinating multicountry quantitative studies across Europe / Philip Barnard -- Public consequences of private action / S. Prakash Sethi and James E. Post -- Do you really have a global strategy? / Gary Hamel and C. K. Prahalad -- Market expansion strategies in multinational marketing / Igla Ayal and Jehiel Zif -- Strategic global marketing : lessons from the Japanese / Somkid Jatusripitak, Liam Fahey, Philip Kotler -- Examination of the international product life cycle and its application within marketing / Sak Onkvisit and John J. Shaw -- Relevance of the marketing concept and strategy to public enterprises / K. L. K. Rao and Ramesh G. Tagat. |
| Subject |
Export marketing -- Management.
|
|
International business enterprises -- Management.
|
| Added Author |
Eshghi, Abdolreza.
|
| ISBN |
0538800488 |
|
