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