Synopsis
A guide to entering foreign markets. Advice on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an international marketing plan.
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From the Back Cover
The North American Free Trade Agreement, the new European common market, and the opening of Eastern Europe––among other recent geopolitical developments––have created unprecedented opportunities for American companies seeking to enter foreign markets. Franklin R. Root offers executives practical advice, recently updated and expanded, on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an effective international marketing plan. "Root′s perspective is extremely insightful, and clearly the work of one who knows his topics from personal experience. This book flows flawlessly between disparate topics such as partnerships to strategy, and economic analysis to cultural finesse. It encapsulates what some of us have taken decades to learn through trial and error."––Larry D. Bouts, president, International Division, Toys–R–Us, Inc.
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