03107nam#a2200469 4500 000728379 VST 20251213202941.0 20240828150231.0 m o d cr#un# uucau 180829s2018 xxk o 00 0 eng d NEZPRACOVANÝ IMPORT 9781526463104 (ebook) 9781506389219 (hardcover) 9781506389226 (paperback) VST eng VST VST BUS043030 bisacsh KJS bicssc KJK bicssc Baack, Daniel W. author International Marketing/ Daniel W. Baack, Barbara Czarnecka, Donald Baack. Second edition London : SAGE Publications, Ltd. (UK), 2018. 1 online resource text txt rdacontent computer c rdamedia online resource cr rdacarrier Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.     elektronické knihy fd186907 czenas electronic books eczenas Business & Economics/International/Marketing Czarnecka, Barbara author Baack, Donald author Hardcover version: International Marketing 9781506389219 Paperback version: International Marketing 9781506389226 https://zdroje.vse.cz/login?url=https://resolver.vitalsource.com/9781526463104 Plný text SAGE EB NEPOSILAT EB