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
General
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