International marketing

Edición de la obra International marketing

This text is designed primarily for the advanced undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education. The text is divided into four parts. First, the core concepts of international marketing are outlined, and the environmental forces that the international marketer has to consider are discussed. The second part focuses on international market entry and development.... Part Three addresses the elements of the marketing mix that are most important for firms at an initial level of the international experience. Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations. -Pref.