Description

Table of content:

Part 1 International marketing environment
1. Introduction to international marketing
2. Economic and financial environment
3. Political and legal environment
4. Cultural environment
5. Understanding international consumers

Part 2 Analysing international marketing opportunities
6. International marketing research
7. Segmentation and positioning
8. Market selection and entry strategies

Part 3 Developing international marketing strategy
9. Developing new goods and services for international markets
10. Marketing goods and services
11. International marketing communication
12. Logistics: sourcing and distribution
13. Export and import management
14. International pricing

Part 4 Trends in international marketing
15. International marketing strategy
16. The evolving global marketplace