An Introduction to International Marketing

This book demystifies the language and removes the jargon associated with international marketing, providing a guide that is both accessible and comprehensible. Readers will be able to - understand the changing nature of the international trading environment - identify information sources for international marketing - develop suitable approaches for entering international markets - draw up tactical plans for overseas markets using the elements of the marketing mix. The work will be useful to students and teachers of international marketing at CIM Diploma and undergraduate level, and to marketing professionals.