Marketing -- Management -- International Marketing

Glossary p.646 - 654 ; Indeks : p.655 - 673 ; This book has been written in response to the rapid changes occuring in international marketing and the growth in importance of international markets to companies of all sizes. The key factors driving change, including major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and invesment, the growth of international alliances and the increasing globalization of business are examined. It is focused primarily on the marketing decisions and management processes involved in developing export and other international marketing operations. Whilst the exporting focus remains for this fourth edition, more extensive material on other forms of entry and methods for evaluating market entry strategy are provided. It is ideal for undergraduate and postgraduate cources in International Marketing or Export Marketing/International Trade. It can also be used as a supplementary text on International Business cources and as a useful source of reference to even the most experienced practitioners.