Essentials of International Marketing
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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2 International Measures and Conversions
3 The Scope of International Marketing
4 The Importance of International Marketing
5 International Market Entry Methods
6 Researching Foreign Markets
7 Culture and Buyer Behavior
8 Governmental and Political Risks
The Role of Logistics in Managing the Supply Chain
13 International Product Strategy
14 International Price Strategy
15 International Promotion Strategy
17 International Marketing Strategy