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Marketing international, 2ème édition

Author

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  • Anne-Gaëlle Jolivot

    (LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - CNAM - Conservatoire National des Arts et Métiers [CNAM] - HESAM - HESAM Université - Communauté d'universités et d'établissements Hautes écoles Sorbonne Arts et métiers université)

Abstract

Le passage à l'international impose aux entreprises la maîtrise d'un environnement complexe, et souvent, la mise en place de stratégies marketing distinctes selon les pays. Cet ouvrage présente la standardisation versus l'adaptation du marketing-mix, la balance entre local-régional-mondial, la mise en oeuvre de stratégies collaboratives, la gestion des risques éthiques, la gestion de la complexité notamment organisationnelle. Actualisée et enrichie, cette 2ème édition envisage notamment les stratégies marketing à destination des pays émergents.

Suggested Citation

  • Anne-Gaëlle Jolivot, 2013. "Marketing international, 2ème édition," Post-Print hal-02098632, HAL.
    • Handle: RePEc:hal:journl:hal-02098632
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    Keywords

    Marketing international;

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