International marketing strategies are examined, from an analysis of political, social, business and competitive environments, to the the development of strategies to enter international markets. The author assesses how to select international markets, customers and how to develop products. He explains how to develop marketing programmes for businesses in consumer products, industrial products and service industries. The book incorporates teaching and learning aids, case studies, end-of-chapter discussion questions and references.
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A complete examination of how the company internationalizes its operations from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. Also describes how international marketing strategies are implemented through selling and negotiations. Fully updated to include recently published research - a better balance between US and European research. Pricing and advertising material has been strengthened and more comprehensively woven into text. Instructor's material available. Postgraduates and advanced undergraduates studying international marketing and strategic marketing.
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Book Description Prentice Hall College Div, 1991. Paperback. Book Condition: New. Bookseller Inventory # DADAX0133178927