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.
- ISBN10 0749438088
- ISBN13 9780749438081
- Publish Date 29 October 2002 (first published 23 February 1995)
- Publish Status Out of Print
- Out of Print 26 March 2010
- Publish Country GB
- Imprint Kogan Page Ltd
- Edition 3rd Revised edition
- Format Paperback (US Trade)
- Pages 368
- Language English