The book describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. The text discusses, in detail, the determinants of international marketing, and how they differ from those factors influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, foreign marketing, and multinational marketing.
Table of Contents
1. Marketing and International Marketing. 2. The Environment of International Marketing. 3. Foreign Consumers and Foreign Markets. 4. International Marketing Research. 5. Product Strategies for World Markets. 6. International Distribution Decisions. 7. International Dimensions of Pricing. 8. International Dimensions of Promotion. Index