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International Business: The New Realities, 5th Edition
book

International Business: The New Realities, 5th Edition

by S. Tamer Cavusgil, Gary Knight, John R. Riesenberger
January 2019
Intermediate to advanced content levelIntermediate to advanced
576 pages
33h 19m
English
Pearson
Content preview from International Business: The New Realities, 5th Edition

Chapter 16 Marketing in the Global Firm

Photo of several shoppers waiting in a line to enter a Michael Kors store.

Source: Sorbis/Shutterstock

Learning Objectives

After studying this chapter, you should be able to:

  1. 16.1 Explain global market segmentation.

  2. 16.2 Understand standardization and adaptation of international marketing.

  3. 16.3 Describe global branding and product development.

  4. 16.4 Explain international pricing.

  5. 16.5 Understand international marketing communications.

  6. 16.6 Describe international distribution.

Michael Kors: The Global Affordable Luxury Market

Michael Kors established a company in New York to design and sell fashion apparel and accessories. The firm, Michael Kors Holdings Limited (“Kors”) ...

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Publisher Resources

ISBN: 9780136763017