A Short Course in International Marketing | ||
Table of Contents | ||
Chapter 1: | Marketing Basics | 1 |
Chapter 2: | Elements of the Marketplace | 9 |
Chapter 3: | The Dimensions of International Marketing | 15 |
Chapter 4: | International Trade | 21 |
Chapter 5: | The Role of Governments | 25 |
Chapter 6: | The Role of Cultural Forces | 36 |
Chapter 7: | Developing Products for the Foreign Market | 54 |
Chapter 8: | Market Research | 64 |
Chapter 9: | Preparing for Market Entry | 80 |
Chapter 10: | Developing Distribution | 111 |
Chapter 11: | Advertising and Promotions | 124 |
Chapter 12: | Making Contact | 137 |
Chapter 13: | Staffing the New Market | 144 |
Chapter 14: | Evaluating Performance | 158 |
Chapter 15: | Marketing Plan | 164 |
Chapter 16: | The Marketing Audit | 169 |
Chapter 17: | Glossary | 174 |
Chapter 18: | Resources | 184 |