A Short Course in International Marketing: Approaching and Penetrating the Global Marketplace

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World Trade Press, 1998 - Business & Economics - 184 pages
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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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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 ano promotions
124
MAKING CONTACT
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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