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The second edition of International Marketing serves as a textbook for an introductory course on international marketing.Provides a thorough understanding of the basic concepts of international marketing Includes topics such as international political and legal environment, international cultural environment, trade logistics and i
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4 International marketing research and opportunity analysis103 PART 2STRATEGY DEVELOPMENT 143 5 International niche marketing strategies for small and medium-sized enterprises145 6 Global strategies187 7 Market entry strategies231 8 International product and service management263 PART 3IMPLEMENTATION 305 9 International communications307 10 The management of international …
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Global thinking, local relevance! International Marketing is a ground-up Australian text which has a unique and relevant perspective on the subject: looking through the lens of Australian and New Zealand export firms working with international partners as well as Asian businesses looking into Australia.
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