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Marketing Internacional - 6b: Edicion

Marketing Internacional - 6b: Edicion


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About the Book

El proposito de este libro es que el estudiante desarrolle una pespectiva gerencial del marketing internacional, sobre la base de las teorias economicas y sus aplicaciones reales. La sexta edicion de este libro se ha elaborado con base en los apuntalamientos metodologicos y teoricos desarrollados en diversas ciencias sociales. La obra tambien integra importantes paradigmas y marcos de mercadotecnia. En cada caso, las implicaciones culturales, legales, politicas e institucionales de las operaciones internacionales se analizan de manera apropiada. El texto busca convertir al lector en un observador informado del mercado global. Ademas de cubrir todos los marcos importantes del marketing, se consideran conceptos de otras disciplinas -como finanzas y contabilidad, por ejemplo-, ya que deben ser comprendidos para entender la perspectiva practica del marketing entre las fronteras nacionales. Caracteristicas que han hecho sobresalir esta edicion, son la legibilidad de los textos, la amplia documentacion y el buen uso que hace de graficas, tablas y ejemplos verdaderos; todo con el objetivo de atrapar y no dejar escapar el interes del estudiante durante todo el curso. El libro ha sido disenado para que el lector desarrolle habilidades para la toma de decisiones en marketing dentro del contexto global, atendiendo cuestiones como las siguientes: Encontrar nuevos mercados para reemplazar los que ya estan saturados.Adaptar productos a las demandas de nuevos mercados.Determinar que productos son exigidos por los clientes a nivel mundial.Determinar la mejor manera de llegar a los clientes.Aplicar estrategias de aplicacion de precios mas apropiadas.Determinar que canales dedistribucion son los adecuados.Separar las barreras que entorpezcan la aplicacion de los programas de mercadotecnia, etc. Esta sexta edicion incluye 30 casos reales, ampliamente desarrollados, acerca de companias conocidas. Estudia temas como la Ronda Uruguay y el Tratado de Libre Comercio de America (TLCAN). Analiza mercados de los paises en vias de desarrollo. Hace hinapie en las diferencias economicas, culturales, religiosas y politicas de mercados diversos durante la exposicion de los temas, y muchisimo mas.


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Product Details
  • ISBN-13: 9789706862013
  • Publisher: Thomson International
  • Publisher Imprint: Thomson International
  • Language: English
  • ISBN-10: 9706862013
  • Publisher Date: 01 Aug 2002
  • Binding: Paperback
  • Sub Title: Edicion


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