International Marketing

InternationalMarketingisaimedprimarilyatintermediateandadvancedundergraduateandpostgraduatestudentstakingInternationalMarketingmodules.Duetoitsappliedcoverage,thebookisalsoanexcellentchoiceatMBAandpost-experiencelevels.Thebookcoverstheentirerangeofinternationalmarketingtopics,logicallydividedintofourParts:?PartOneoutlinesthecoreconceptsofinternationalmarketing,anddiscusestheenvironmentalforceswhichtheinternationalmarketerhastoconsider.?PartTwofocusesoninternationalmarketentryanddevelopment,addressingstrategicplanningforinternationalisation,includingpreparing(throughresearch)andexecutingtheentry.?PartThreeaddressestheelementsofthemarketingmixthataremostimportantforfirmsattheinitialstageofinternationalisation?PartFourdiscussesthemarketingmanagementissuesmostrelevanttotheexpandedglobaloperationsofmultinationalcorporations.