A short course in international marketing [electronic resource]: approaching and penetrating the global marketplace

Front Cover
World Trade Press, 2009 - Export marketing - 184 pages
A 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
Resources
184

Preparing for Market Entry
80
Developing Distribution
111

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