International Marketing: Strategy Planning, Market Entry and Implementation FROM THE PUBLISHER
With business practices around the world constantly changing, marketing within the international arena is also in a constant state of change. How can marketers exploit this potential? What considerations need to be taken into account? Meticulously researched and fully updated and restructured for this new edition, International Marketing is an established textbook, which provides invaluable information about the international marketing environment and how to operate in it. Clearly written, the book analyses the tactical, operational and strategic issues relevant to every marketer. Packed with up-to-the-minute case studies, plus regional analyses of individual world markets, this book offers the insights vital for successful planning and implementation. International Marketing is invaluable reading for busy marketers wanting to maximize their impact abroad, and is especially relevant for undergraduates studying the subject for the first time and for students of the Chartered Institute of Marketing.
SYNOPSIS
* Restructured and fully updated new edition
* Repackaged in a wider, practical format.
* New case studies and updated teaching materials
* Includes a free CD ROM Straightforward in approach, this book explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. It covers the trading environment, internationally and regionally within the North Atlantic, Pacific Rim, and the Third World; the organizational aspects of market research, market screening, export methods, global pricing, international advertising; and also looks into future developments. Thoroughly revised for this third edition, it is packed with up-to-the-minute case studies and teaching materials.
Home
