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Books > Business & Economics > Business & management > Sales & marketing
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International Marketing (Paperback, New edition)
Loot Price: R1,171
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International Marketing (Paperback, New edition)
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International Marketing is aimed primarily at intermediate and
advanced undergraduate and postgraduate students taking
International Marketing modules. Due to its applied coverage, the
book is also an excellent choice at MBA and post-experience levels.
The book covers the entire range of international marketing topics,
logically divided into four Parts: * Part One outlines the core
concepts of international marketing, and discuses the environmental
forces which the international marketer has to consider. * Part Two
focuses on international market entry and development, addressing
strategic planning for internationalisation, including preparing
(through research) and executing the entry. * Part Three addresses
the elements of the marketing mix that are most important for firms
at the initial stage of internationalisation * Part Four discusses
the marketing management issues most relevant to the expanded
global operations of multinational corporations.
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