A short course in international marketing [electronic resource]: approaching and penetrating the global marketplaceA Short Course in International Marketing will transform your export operation into a market-driven, profit-making enterprise by explaining how to employ international marketing methods and strategies used by successful firms worldwide. |
Contents
Marketing Basics | 1 |
Elements of the Marketplace | 9 |
The Dimensions of International Marketing | 15 |
International Trade | 21 |
The Role of Governments | 25 |
The Role of Cultural Forces | 36 |
Developing Products for the Foreign Market | 54 |
Market Research | 64 |
Advertising and Promotions | 124 |
Making Contact Different Products and Promotions | 137 |
Staffing the New Market | 144 |
Evaluating Performance | 158 |
The Marketing Plan | 164 |
The Marketing Audit | 169 |
Glossary | 174 |
184 | |
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advertising and promotions agencies banks brand equity brand name buyer buying can’t commercial common company’s competition competitors considered consumer consumer’s contract cost countertrade countries cultural currency deal demand determine distribution chain distribution channels distributors domestic market economies effect emerging markets employees end-user expatriate export financing foreign companies foreign firm foreign market global important industry international business international marketing Internet isn’t Japanese language licensing logo long-term major manufacturers market entry market segment market share marketeer’s marketing effort marketplace Nestlé NOTE operation overseas packaging partners percentage personal computers personnel political potential problems product line profit Property ownership rights public relations purchase require result retail sell seller soft currencies standards strategy success target market telemarketing there’s they’re trading blocs transaction U.S. dollar United Vietnam