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marketing internacional - un enfoque práctico autor: silva, harold páginas: 308 isbn: editorial: alfaomega ver video: https://youtuventajas marketing internacional, un enfoque práctico, ofrece herramientas suficientes para que docentes, estudiantes, empresarios y gerentes formulen estrategias integrales que logren combinar la gestión local, nacional e internacional de cada empresaes una guía práctica para introducirse en el mundo del marketing internacional, su metodología basada en teoría, casos y talleres permitirá: conocer la explicación rigurosa de los conceptos fundamentales del marketing internacional y, a través de los casos, comprenderá el entorno de las empresas latinoamericanas en el escenario internacional, finalmente con los talleres, desarrollará competencias interfuncionales y una visión holística de los contextos empresarialesl propósito general de marketing internacional un enfoque práctico - teoría, casos y talleres, es mejorar el estilo gerencial del lector, brindando herramientas que faciliten la toma de decisiones en el marco de los negocios internacionalescontenido introducción al marketing internacional - el entorno cultural - el entorno político - adaptación del producto al mercado internacional - canales de distribución internacional - promoción internacional - precios para mercados internacionales -investigación de mercados internacionales - evaluación de oportunidades globales de mercado -logística internacional - organización, ejecución y control del marketing - casos de empresas - casos de países - casos de negociación y experiencias de negocio - casos varios - tallereslas nuevas tendencias de marketing internacional, consideran los bloques de países, los tratados de libre comercio, la expansión de las empresas, la globalización y requieren del uso de estrategias innovadoras para un óptimo desarrollo de los negocios internacionales[v] prefacio 1 pa r t e i · t e o r í a 1 introducción al marketing internacional 7 marketing internacional 10 importancia de los negocios internacionales en el escenario global 13 ¿son los negocios internacionales un medio de paz? 16 epidemia de mal servicio 17 preguntas 18 casos para consulta 18 2 el entorno cultural 19 culturas de alto y bajo contexto 22 elementos de la cultura 28 consejos básicos para negociar en el extranjero 34 preguntas 36 casos de consulta 36 3 el entorno político 37 riesgo político en los negocios internacionales 40 riesgo país 41 preguntas 43 casos de consulta 43 4 adaptación del producto al mercado internacional 45 adaptación 48 preguntas 50 casos de consulta 50 5 canales de distribución internacional 51 ventas minoristas globales 55 preguntas 55 casos de consulta 56 6 promoción internacional 57 geografía de la audiencia 62 preguntas 62 casos de consulta 63 7 precios para mercados internacionales 65 condiciones de pago 70 dumping 70 contenido [vi] preguntas 71 casos de consulta 71 8 investigación de mercados internacionales 73 la investigación de mercados 75 proceso de investigación de mercados 79 preguntas 88 casos de consulta 88 9 evaluación de oportunidades globales de mercado 89 proceso de internacionalización 91 alternativas de entrada a mercados internacionales 95 preguntas 98 casos de consulta logística internacional 101 distribución 103 transporte internacional 104 la carga a transportar 105 incoterms 105 empaque y embalaje 108 marcado 108 preguntas 109 casos de consulta organización, ejecución y control del marketing 111 diseños organizacionales de las empresas 113 preguntas 117 casos de consulta 117 ··· p a r t e i i · c a s o s p r á c t i c o s 119 recomendaciones generales para el manejo de los casos 121 casos de empresas 1compañía de galletas noel · colombiavivencias de negociación con chinafalabella · chilejuan valdez · colombia· cuba 146 [vii] 10basaca gran alianza por la costa atlánticagrupo bimbo · méxicoajegroup-big cola · perúgrupo jumex · méxicoexperiencias en canadá 233 casos varios 38totto · colombiaconflicto líbano-israelsancor · argentina 206 casos de países 30grupo modelo · méxicochina e india: dos gigantes asiáticos 214 casos de negociación y experiencias de negocio 33¿qué proceso siguen los colombianos en las negociaciones?grupo televisa · méxicogruma · méxicocaso corralejas · colombia 243 ··· p a r t e i i i · ta l l e r e s recomendaciones generales 247 ··· bibliografía 287quala · colombiaestas estrategias son formuladas gracias a la investigación rigurosa sobre el comportamiento del consumidor, de acuerdo con su país o región, así como los entornos políticos y los posibles efectos colateralescemex · méxicobarbie · estados unidosservicio al clientearcor · argentinabitácora de ambiente laboral en india: proyecto crmazaleia · brasilinversión en méxicoavianca · colombiacrepes & waffles · colombialeonisa · colombiamolinos río de la plata · argentinatelevisora colombiana internacional - al aila · colombiahavanna · argentinalecciones para un mundo desconocido · chinalaboratorios bagó · argentina
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Resumen el plan de marketing digital en la práctica abunda en la labor que el autor ha pretendido realizar, en los últimos 20 años, aportando su experiencia para elaborar el plan de marketing en la prácticael plan de marketing digital en la práctica 3a ed sainz de vicuña ancín, josé maría 276 páginas isbn: alfaomega esiceste manual fue elegido por las escuelas de negocio, empresas de consultoría y altos directivos de importantes multinacionales como uno de
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