International Marketing

Taking a comprehensive look at the environment, problems and practices of the international marketing arena, this text makes extensive use of actual business examples in order to heighten its real-world emphasis. 

Part I: The International Environment. Introduction: The Concept of Global Marketing. Economic Environment: The World Economy. Economic Environment: The Foreign Economies. Cultural Environment: The People of the World. The Political-Legal Environment. Part II: International Marketing Management. Global Marketing Strategy. International Marketing Intelligence. International Product Policy: The Basic Product and its Attributes. International Product Policy: New Product Development and Product-Line Policies. Foreign Market Entry. Distribution: Foreign Market Channels and Global Logistics. International Promotion: Advertising. International Promotion: Other Factors. Pricing in International Marketing: 1. Pricing in International Marketing: 2. International Marketing of Services. Part III: Co-ordinating International Marketing. Planning, Organisation, and Control of International Marketing. The Future of International Marketing.