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International marketing : strategy, planning, market entry & implementation (3rd ed.)

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This manual on international marketing is designed for students of the subject, as well as practitioners wanting to maximize their impact abroad.

Seeking to take a straightforward approach, the volume explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing.

This third edition is revised and features case studies and teaching materials.

It is accompanied with a free CD-ROM. Section One explores the trading environment, covering international trade, regional analysis techniques and territories including the North Atlantic, Pacific Rim and the Third World.

The second section examines organizing for international markets, covering market research, market screening techniques, entering international markets, export methods, global products, global pricing, international advertising, and more.

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Product Details
Kogan Page Ltd
0749438088 / 9780749438081
Paperback
658.84
29/10/2002
United Kingdom
English
384 p.
24 cm
research & professional /academic/professional/technical Learn More
Reprint. Previous ed.: published as by Roger Bennett. 1998.