International Marketing - Groves, Len
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Based on the syllabus of the Institute of Export and the author's extensive practical and teaching experience in the area, this book offers a comprehensive guide to the issues involved in assessing export markets. The book lays out in a clear and authoritative manner the central aspects of: * Assessing market potential and making the selection decision * Market research and sources of information * Collecting and using market data * Creating the marketing plan and monitoring performance Every chapter has test questions to allow students to measure their knowledge. The practical approach the…mehr

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Produktbeschreibung
Based on the syllabus of the Institute of Export and the author's extensive practical and teaching experience in the area, this book offers a comprehensive guide to the issues involved in assessing export markets. The book lays out in a clear and authoritative manner the central aspects of: * Assessing market potential and making the selection decision * Market research and sources of information * Collecting and using market data * Creating the marketing plan and monitoring performance Every chapter has test questions to allow students to measure their knowledge. The practical approach the book takes will make it ideal for those taking professional exams in this field and for executives in exporting businesses. Principles of International Marketing Research is in the Principles of Export Guidebooks series, published in association with the Institute of Export, each of which covers a core area in the Institute's internationally renowned membership qualification. The series editor, Michael Brooke, is one of the world's leading authors on international business and export management, having written over 20 books in the field. Other titles in the series are: * Principles of Marketing * Principles of International Marketing * Principles of International Trade and Payments * Principles of International Physical Distribution * Principles of Management in Export * Principles of Law Relating to Overseas Trade
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Autorenporträt
Len Groves joined a City firm of international commodity merchants in 1953. His two spells in this business were separated by nine years teaching Marketing and Export Studies, latterly as Senior Lecturer. He is a company director and the current Chairman of the London Jute Association. He is a fellow of the Institute of Export and a member of the Education Committee, and has written widely on marketing and export subjects.