Essentials of International Marketing

Front Cover
Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester. The book covers all the key topics for an International Marketing course, but in a concise, no-nonsense manner that meets the needs of undergraduates.

In addition to including all the basic topics, this affordable text also offers two unique chapters on the metric system and on countertrade that provide essential information for successful international marketers. Essentials of International Marketing has been extensively class-tested and is well crafted to serve as a learning tool and a ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, a summary, key terms, and discussion questions.

 

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Contents

1 The International Marketing Phenomenon
3
2 International Measures and Conversions
23
3 The Scope of International Marketing
39
4 The Importance of International Marketing
53
5 International Market Entry Methods
73
6 Researching Foreign Markets
88
7 Culture and Buyer Behavior
105
8 Governmental and Political Risks
122
The Role of Logistics in Managing the Supply Chain
205
13 International Product Strategy
230
14 International Price Strategy
254
15 International Promotion Strategy
279
16 Countertrade
298
17 International Marketing Strategy
316
Glossary
351
Company Index
369

9 Financial Risks and Currency Concerns
147
10 Organizing for International Marketing
165
Marketing Channels
179
Subject Index
373
About the Author
395
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