Foundations of International Marketing

Foundations of International Marketing by Steve Johnston

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.

1The 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

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

SKU	Unavailable
ISBN 13	9781861521644
ISBN 10	1861521642
Title	Foundations of International Marketing
Author	Steve Johnston
Condition	Unavailable
Binding Type	Paperback
Publisher	Cengage Learning EMEA
Year published	1998-06-11
Number of pages	320
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.