This work seeks to provide a grounding in international marketing, de-mystify its language and remove the jargon associated with it. It instructs the reader on: understanding the changing nature of the international trading environment; identifying information sources for international marketing; developing suitable approaches for entering international markets; and developing tactical plans for overseas markets using the elements of the marketing mix. There are models, examples, checklists and case studies.
- ISBN10 0749422467
- ISBN13 9780749422462
- Publish Date 25 September 1998
- Publish Status Out of Print
- Out of Print 1 October 2010
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback (US Trade)
- Pages 160
- Language English