International Marketing demystifies the language and eliminates the jargon associated with this complex subject. It provides the reader with a thorough guide that is both accessible and understandable, explaining how to:
Identify information sources for international marketing
Develop sutiable approaches for entering new markets
Develop tactical plans for overseas markets using the elements of the marketing mix Packed with case studies and examples which show how successful international marketing techniques have been implemented in practice, this book provides a thorough grounding in a difficult subject.
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