This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.
- ISBN10 0415089859
- ISBN13 9780415089852
- Publish Date September 1994 (first published March 1994)
- Publish Status Out of Print
- Out of Print 20 October 2009
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Paperback
- Pages 450
- Language English