Covers the key topics for an International Marketing course in a concise, no-nonsense manner that meets the needs of undergraduates. In addition to the key topics, this text also offers two chapters on the metric system and on countertrade that provide e
Covers the key topics for an International Marketing course in a concise, no-nonsense manner that meets the needs of undergraduates. In addition to the key topics, this text also offers two chapters on the metric system and on countertrade that provide e
Preface and Acknowledgments 1. The International Marketing Phenomenon 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 9. Financial Risks and Currency Concerns 10. Organizing for International Marketing 11. International Distribution Strategy: Marketing Channels 12. International Distribution Strategy: The Role of Logistics in Managing the Supply Chain 13. International Product Strategy 14. International Price Strategy 15. International Promotion Strategy 16. Countertrade 17. International Marketing Strategy Glossary Company Index Subject Index About the Author
Preface and Acknowledgments 1. The International Marketing Phenomenon 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 9. Financial Risks and Currency Concerns 10. Organizing for International Marketing 11. International Distribution Strategy: Marketing Channels 12. International Distribution Strategy: The Role of Logistics in Managing the Supply Chain 13. International Product Strategy 14. International Price Strategy 15. International Promotion Strategy 16. Countertrade 17. International Marketing Strategy Glossary Company Index Subject Index About the Author
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