A Short Course in International Marketing: Approaching and Penetrating the Global Marketplace
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 need to make certain they are taking advantage of every opportunity the marketplace provides.
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ELEMENTS OF THE MARKETPLACE
THE DIMENSIONS OF INTERNATIONAL MARKETING
THE ROLE OF GOVERNMENTS
THE ROLE OF CULTURAL FORCES
DEVELOPING PRODUCTS FOR THE FOREIGN MARKET
ADVERTISING ano promotions
STAFFING THE NEW MARKET
THE MARKETING PLAN
THE MARKETING AUDIT
PREPARING FOR MARKET ENTRY
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