International Marketing: Planning And Practice

This book describes the steps a company must take to plan and implement successful international marketing strategies. It emphasizes "macro" considerations, with strong treatment of the political, cultural, and economic factors that affect global markets. It also covers financial issues, market analysis, and management practices, with numerous case studies and examples drawn from a wide variety of multinational firms. While offering well- structured, research-based approaches to international marketing, the book is more than a set of do's and don'ts. Its unique mix of theory and application enables executives to plan creatively for all types of market contingencies and company goals.