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A Short Course in Int'l Marketing
Approaching and Penetrating the International Marketplace
Jeffrey Edmund Curry, MBA, Ph.D
Softcover
184 Pages
7" x 10"
ISBN 1-885073-52-6
US $19.95
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Transform your export operation into a market-driven, profit-making enterprise by learning and
employing international marketing methods and strategies used by successful firms worldwide.
This book is a comprehensive primer for those new to international marketing as well as those
who need to make certain they are taking advantage of every opportunity the marketplace provides.
Skillful marketing can make all the difference between a ‘marginally’ and ‘extremely’ profitable
enterprise.
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Assessment & Planning - Describes company assessment and potential for export, determining
a product’s suitability for the international marketplace, product adaptation, market-entry
barriers, gauging the best markets and developing an international presence.
Market Entry & Promotion - Explains market-entry strategies in detail, including agents and distrib-utors,
trading houses, joint ventures, direct mail, radio, television, billboards and trade fairs. Also
covered are advertising agencies and the basics of international public relations.
Cultural Issues & Customer Support - The role of cultural forces, culture-based marketing mistakes,
customer support, marketing plans and ethics
Jeffrey Curry, MBA, Ph.D., is a trade professional with years of experience leading trade missions
and negotiating joint ventures between China, Vietnam, Russia and the U.S. He has taught management development, international
finance and economics in the U.S., France, Germany and Vietnam. He is the author of Passport Vietnam and Passport Taiwan and the
editor of the VIEN Report. |
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