An introduction to international marketing : a guide to going global
著者
書誌事項
An introduction to international marketing : a guide to going global
（Marketing in action series / series editor, Norman Hart）
Kogan Page, 1998
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This work seeks to provide a grounding in international marketing, de-mystify its language and remove the jargon associated with it. It instructs the reader on: understanding the changing nature of the international trading environment; identifying information sources for international marketing; developing suitable approaches for entering international markets; and developing tactical plans for overseas markets using the elements of the marketing mix. There are models, examples, checklists and case studies.
目次
- Why all businesses need to be international
- getting started - the route to the market
- getting the information
- getting there - planning for international markets
- getting there - managing the strategic level of involvement production overseas
- getting there - what should we sell?
- getting there - what should we charge?
- promotion - marketing communication talking to our customers
- getting it there - a pro forma for international marketing
- world trade infrastructure.
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