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International Marketing: Strategy Planning, Market Entry & Implementation
by:Roger Bennett, Jim Blythe
* Restructured and fully updated new edition * Repackaged in a wider, practical format. * New case studies and updated teaching materials * Includes a free CD ROM Straightforward in approach, this book explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. It...
* Restructured and fully updated new edition * Repackaged in a wider, practical format. * New case studies and updated teaching materials * Includes a free CD ROM Straightforward in approach, this book explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. It covers the trading environment, internationally and regionally within the North Atlantic, Pacific Rim, and the Third World; the organizational aspects of market research, market screening, export methods, global pricing, international advertising; and also looks into future developments. Thoroughly revised for this third edition, it is packed with up-to-the-minute case studies and teaching materials.
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