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Foundations of International Marketing Steve Johnston (University of Hertford)

Foundations of International Marketing By Steve Johnston (University of Hertford)

Foundations of International Marketing by Steve Johnston (University of Hertford)

Reviews:
$17.19
Condition - Very Good
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Summary

Looks at international marketing from a business perspective. This book explains and analyses the different theories of international marketing and illustrates their application using examples from a variety of different firms, markets, products and services.

Foundations of International Marketing Summary

Foundations of International Marketing by Steve Johnston (University of Hertford)

Foundations of International Marketing is a student-orientated text that looks at international marketing from a business perspective. The book explains and analyses the different theories of international marketing and illustrates their application using examples from a variety of different firms, markets, products and services.

Foundations of International Marketing Reviews

1. The Environment of International Marketing 2. Planning for International Marketing 3. Global Marketing 4. The European Union 5. European Directives and their Impact on Organizations 6. Communications with the Market in International Marketing 7. Trade Barriers in International Marketing 8. Special Opportunities 9. Technical Aspects 10. More Technical Aspects 11. Market Selection Strategies 12. Market Entry Strategies 13.The Impact of Culture on International Marketing Planning and Implementation 14. Channels of Distribution in International Marketing 15. Product Strategies 16. Promotional Strategies 17. The Role of Trade Fairs in International Marketing 18. Promotional Srategies 19. Pricing Strategies 20. Market Research in International Marketing 21. The Legal Environment in International Marketing 22. Political Implications 23. Future Trends 24. Organization for International Marketing and Careers In It

About Steve Johnston (University of Hertford)

Senior Lecturer in International Marketing at University of Hertford. Harold Beaton, is a Freelance Lecturer in Marketing.

Table of Contents

1. The Environment of International Marketing. 2. Planning for International Marketing. 3. Global Marketing. 4. The European Union. 5. European Directives and their impact on Organizations. 6. Communications with the market in International Marketing. 7. Trade barriers in International Marketing. 8. Special opportunities. 9. Technical Aspects. 10. More technical aspects. 11. Market selection strategies. 12. Market entry strategies. 13. The impact of culture on international marketing planning and implementation. 14. Channels of distribution in international marketing. 15. Product strategies. 16. Promotional strategies. 17. The role of trade fairs in international marketing. 18. Promotional strategies. 19. Pricing strategies.. 20. Market research in international marketing. 21. The legal environment in international marketing. 22. Political implications. 23. Future trends. 24. Organization for international marketing and careers in it.

Additional information

GOR003693820
9781861521644
1861521642
Foundations of International Marketing by Steve Johnston (University of Hertford)
Steve Johnston (University of Hertford)
Used - Very Good
Paperback
Cengage Learning EMEA
1998-06-11
320
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Foundations of International Marketing