Introduction to International Marketing (Marketing in action)

by Matthew Housden (Author), Matthew Housden (Author), Keith Lewis (Author)

• Used

  Paperback
  1998

  $3.50

  This work seeks to provide a grounding in international marketing, de-mystify its language and remove the jargon associated with it. It instructs the reader on: understanding the changing nature of the international trading environment; identifying information sources for international marketing; developing suitable approaches for entering international markets; and developing tactical plans for overseas markets using the elements of the marketing mix. There are models, examples, checklists and case studies.