ABSTRACT
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It:
- Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features.
- Examines the need to structure the whole business organisation in the right way and make international marketing effective
- Discusses the importance of communication and control
Throughout case studies are used to highlight particular issues.
TABLE OF CONTENTS
part |23 pages
Introduction
part one|64 pages
The International Marketing Environment and Approaches to Opportunity Analysis
part two|53 pages
Market Entry Decisions and Approaches to International Marketing Planning
part three|155 pages
Developing, Implementing and Controlling the International Marketing Mix