International Marketing: Strategy, Planning, Market Entry and Implementation

by RogerBennett (Author)

• Used

  Paperback
  1995

  $5.88

  The rapidly changing international business scene has had great impact on the strategic marketing planning and practice of all international marketing activities. This book provides those studying for the CIM Diploma with advice on market entry methods, strategy formulation and implementing marketing plans. Containing detailed short cases and statistics, this book deals with the practical problems confronting the international marketer, including the question of standardization of products and campaigns and promotional policies for industrialized, developing and less-developed countries.

• Used

  Paperback
  1998

  $3.25

  This revised and updated text is intended for students and for marketers who want to maximize their impact overseas. It analyzes the tactical, operational and strategic issues, and provides case examples and regional analyses of individual world markets. Topics covered include: international market research; entering foreign markets; export methods and procedures; international product policy; and international advertising.