This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation arising from the internationalisation process.

Product Description: Marketing strategy is constantly adapting in the changing environment of international business. To retain or extend a grasp of existing markets, organizations need to keep abreast of commercial innovation, social change, economic developments and the ever-shifting political climate...read more

Product Description: This second edition features less emphasis on exporting and more on international marketing, which implies more international commitment of resources over a longer period of time than does exporting. A global perspective is given so that changing world conditions are taken into consideration...read more

Product Description: Designed for managers on short courses, for MBA and other students and for managers and aspiring managers, this book presents concise, analytical information on the key topics of international marketing. The book is based around the 9 Ps - people, process, power, product/service, pricing, publicity/promotion, place of sale/distribution, planning/control and precedents...read more

Product Description: Focusing on Eastern Europe as an area for investment and general business opportunity, this book brings together a distillation of recent facts and figures together with an interpretation as to how these individual markets are likely to fare in future years as market economies...read more

Product Description: This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign?The Reader combines previously published articles with new papers commissioned to update classic research in the field...read more