Essentials of International Marketing / Edition 1

by Donald L. Brady

Overview

Unlike other International Marketing texts, Essentials of International Marketing includes only the most important information that can be easily covered in one semester. The book covers all the key topics for an International Marketing course, but in a concise, no-nonsense manner that meets the needs of undergraduates..In addition to including all the basic topics, this affordable text also offers two unique chapters on the metric system and on countertrade that provide essential information for successful international marketers. Essentials of International Marketing has been extensively class-tested and is well crafted to serve as a learning tool and a ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, a summary, key terms, and discussion questions.

Product Details

ISBN-13:	9780765624758
Publisher:	Taylor & Francis
Publication date:	08/15/2010
Edition description:	New Edition
Pages:	432
Product dimensions:	7.40(w) x 9.10(h) x 0.90(d)

Table of Contents

Preface and Acknowledgments, 1. The International Marketing Phenomenon, 2. International Measures and Conversions, 3. The Scope of International Marketing, 4. The Importance of International Marketing, 5. International Market Entry Methods, 6. Researching Foreign Markets, 7. Culture and Buyer Behavior, 8. Governmental and Political Risks, 9. Financial Risks and Currency Concerns, 10. Organizing for International Marketing, 11. International Distribution Strategy: Marketing Channels, 12. International Distribution Strategy: The Role of Logistics in Managing the Supply Chain, 13. International Product Strategy, 14. International Price Strategy, 15. International Promotion Strategy, 16. Countertrade, 17. International Marketing Strategy, Glossary, Company Index, Subject Index, About the Author