International Marketing

<p>The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim.<br><br>New for this edition are the expanded use of mini cases within the text to illustrate the latest developments in marketing, together with expanded coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, Globalization, Culture, Financial aspects of marketing.<br><br>Included throughout are self-assessment and discussion questions, key terms, references and bibliography.</p> Internationalization: a necessity not a luxury, but does corporate behaviour reflect it?; Environmental market scanning: the SLEPT and C factors; Exporting - not just for small business; Market entry modes: strategic considerations of direct vs. indirect involvement; International product policy considerations; Pricing, credit and terms of doing business; Strategic international logistical and distribution decisions; Promotion within the foreign market; International marketing planning: reviewing, appraising and implementing; Marketing in Europe; Marketing in the Pacific Rim; Index.