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A Short Course in
International Business Culture
Charles Mitchell
ISBN 1-885073-54-2
US$19.95
192 Pages
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Product Overview
A Short Course in International Marketing transforms 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. A Short Course in International Marketing is divided into 12 chapters and three sections as follows:
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.
Explains market-entry strategies in detail, including agents and distributors, trading houses, joint ventures, direct mail, radio, television, billboards and trade fairs. Also covered are advertising agencies and international public relations.
Cultural issues & customer support
Includes comprehensive coverage of cultural issues in marketing, customer support and service, a glossary, bibliography, resources, elements of a marketing plan and marketing ethics.
Table of Contents
Chapter 1: Marketing Basics
Chapter 2: Elements of the Marketplace
Chapter 3: The Dimensions of International Marketing
Chapter 4: International Trade
Chapter 5: The Role of Governments
Chapter 6: The Role of Cultural Forces
Chapter 7: Developing Products for the Foreign Market
Chapter 8: Market Research
Chapter 9: Preparing for Market Entry
Chapter 10: Developing Distribution
Chapter 11: Advertising and Promotions
Chapter 12: Making Contact
Chapter 13: Staffing the New Market
Chapter 14: Evaluating Performance
Chapter 15: Marketing Plan
Chapter 16: The Marketing Audit
Chapter 17: Glossary
Chapter 18: Resources
About the Author
Charles Mitchell is a former Moscow bureau chief for United Press International. He's been a frequent visitor to Russia in recent years, writing about both business and lifestyle issues. He's currently the Editorial Director for a New York-based business research organization specializing in global economic forecasting and management issues.
