International Marketing Strategy (2nd Edition)

A complete examination of how the company internationalizes its operations from an analysis of the social, political, business and competitive environments, to the development of strategies for entering international markets. Also describes how international marketing strategies are implemented through selling and negotiations. Fully updated to include recently published research - a better balance between US and European research. Pricing and advertising material has been strengthened and more comprehensively woven into text. Instructor's material available. Postgraduates and advanced undergraduates studying international marketing and strategic marketing.