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Global Perspectives in Management Marketing
This book attempts to be a guideline for business students in exploring the particular dimensions of a global approach in marketing. It could also be an occasion for marketing specialists or practitioners in debating the challenges of the new business environment. Marketing specialists wonder whether we still can have a purely national approach in marketing. And they also are not united in concluding whether traditional marketing tools could be applied in a new global business environment. The book is structured in three parts. The first part is dealing with ?Modern globalization thoughts? and it explores the present phenomenon from a historical point of view as well as a contemporary vision of it. The'second part approached the issue of ?Managing the opportunities and challenges of the external environment?. It presents the economic, legal and political environments. Meanwhile, it adds the'study of the geographical, technological and cultural environments with all of their specific characteristics. The third part advances a contemporary strategic analysis, detailing the competition on a global market, the corporate social responsibility as a possible source of competitive advantage, the activities of the marketing mix, the process of business internalization, as well as the correspondent strategies, the characteristics of the enterprises risk management and the growth strategies in crises conditions. We live in a global world. Such a statement is not only modern but defining our entire human society during its history. Socrates said a long time ago: ?I am not a citizen of Athe's or Greece, but of the entire world?.
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June 01, 2012
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