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.

chapter 1|20 pages

The International Marketing Phenomenon

chapter 2|16 pages

International Measures and Conversions

chapter 3|14 pages

The Scope of International Marketing

chapter 4|20 pages

The Importance of International Marketing

chapter 5|15 pages

International Market Entry Methods

chapter 6|17 pages

Researching Foreign Markets

chapter 7|17 pages

Culture and Buyer Behavior

chapter 8|25 pages

Governmental and Political Risks

chapter 9|18 pages

Financial Risks and Currency Concerns

chapter 10|14 pages

Organizing for International Marketing

chapter 13|24 pages

International Product Strategy

chapter 14|25 pages

International Price Strategy

chapter 15|19 pages

International Promotion Strategy

chapter 16|18 pages


chapter 17|35 pages

International Marketing Strategy