The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim.
New for this edition are the expanded use of mini cases within the text to illustrate the latest developments in marketing, together with expanded coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, Globalization, Culture, Financial aspects of marketing.
Included throughout are self-assessment and discussion questions, key terms, references and bibliography.
Table of Contents
Internationalization: a necessity not a luxury, but does corporate behaviour reflect it?; Environmental market scanning: the SLEPT and C factors; Exporting - not just for small business; Market entry modes: strategic considerations of direct vs. indirect involvement; International product policy considerations; Pricing, credit and terms of doing business; Strategic international logistical and distribution decisions; Promotion within the foreign market; International marketing planning: reviewing, appraising and implementing; Marketing in Europe; Marketing in the Pacific Rim; Index.