A International Marketing: A Short Course

by Jeffrey E. Curry

Overview

Transform your export operation into a market-driven, profit-making enterprise by learning and employing international marketing methods and strategies used by successful firms worldwide. This book is a comprehensive primer for those new to international marketing as well as those who want to take advantage of every opportunity the marketplace offers.

Product Details

ISBN-13:	9781885073525
Publisher:	World Trade Press
Publication date:	10/10/1997
Series:	Short Course in International Trade Series
Pages:	184
Product dimensions:	6.98(w) x 9.94(h) x 0.50(d)

Table of Contents

Chapter 1	Marketing Basics	1
Chapter 2	Elements of the Marketplace	9
Chapter 3	The Dimensions of International Marketing	15
Chapter 4	International Trade	21
Chapter 5	The Role of Governments	25
Chapter 6	The Role of Cultural Forces	36
Chapter 7	Developing Products for the Foreign Market	54
Chapter 8	Market Research	64
Chapter 9	Preparing for Market Entry	80
Chapter 10	Developing Distribution	111
Chapter 11	Advertising and Promotions	124
Chapter 12	Making Contact	137
Chapter 13	Staffing the New Market	144
Chapter 14	Evaluating Performance	158
Chapter 15	The Marketing Plan	164
Chapter 16	The Marketing Audit	169
Chapter 17	Glossary	174
Chapter 18	Resources	184

Editorial Reviews

A primer for those new to international marketing, offering a grounding in marketing and its application to international business. Presents guidelines for formulating a marketing strategy, focusing on cultural concerns intrinsic to the international marketing process. Cultural analysis, research planning, and a marketing plan outline give readers a step-by-step program for assembling an international business plan. Lacks a subject index. The author is a trade professional with years of experience. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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