International Marketing by Roger Bennett
This manual on international marketing is designed for students of the subject, as well as practitioners wanting to maximize their impact abroad. Seeking to take a straightforward approach, the volume explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. This third edition is revised and features case studies and teaching materials. It is accompanied with a free CD-ROM. Section One explores the trading environment, covering international trade, regional analysis techniques and territories including the North Atlantic, Pacific Rim and the Third World. The second section examines organizing for international markets, covering market research, market screening techniques, entering international markets, export methods, global products, global pricing, international advertising, and more.
Dr Roger Bennett is a researcher and practitioner in the European and international business field. He is a Reader in the Department of Business Studies at the London Guildhall University, Jim Blythe is a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books.
| SKU | Unavailable |
| ISBN 13 | 9780749438081 |
| ISBN 10 | 0749438088 |
| Title | International Marketing |
| Author | Roger Bennett |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2002-10-29 |
| Number of pages | 368 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |