Product Description

This manual on international marketing is designed for students of the subject, as well as practitioners wanting to maximize their impact abroad. Seeking to take a straightforward approach, the volume explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. This third edition is revised and features case studies and teaching materials. It is accompanied with a free CD-ROM. Section One explores the trading environment, covering international trade, regional analysis techniques and territories including the North Atlantic, Pacific Rim and the Third World. The second section examines organizing for international markets, covering market research, market screening techniques, entering international markets, export methods, global products, global pricing, international advertising, and more.

Product Details

• Amazon Sales Rank: #236743 in Books
• Published on: 2002-10-29
• Original language: English
• Number of items: 1
• Binding: Paperback
• 362 pages

Review
Reviews of the second edition: "Well written overview. . . Will appeal to serious students and practitioners owing to its well researched and detailed analysis. What is particularly impressive is the inclusion of well-documented examples." -- Choice ..." An easily read introduction to international marketing." -- Journal of Marketing Management

From the Inside Flap
‘…an interesting and pacey book, well worth reading.’
Lyndon Simkin, Warwick Business School

‘…an easily read introduction to international marketing which will appeal to students and practitioners new to international marketing.’
Journal of Marketing Management

With business practices around the world constantly changing, marketing within the international arena is also in a constant state of change. How can marketers around the world exploit this potential? What considerations need to be taken into account?

Meticulously researched and fully updated and restructured for this new edition, International Marketing is an established textbook, which provides invaluable information about the international marketing environment and how to operate in it. Clearly written, the book analyses the tactical, operational and strategic issues relevant to every marketer. Packed with up-to-the-minute case studies, plus regional analyses of individual world markets, this book offers the insights vital for successful planning and implementation.

The new edition also features a unique free CD ROM containing a useful ‘instructor’s manual’ with lecture plans, tutorial exercises, sample essay questions and chapter-by-chapter PowerPoint presentation slides.

Divided into two parts: ‘Trading environment’ and ‘Organizing for international markets’, the book covers topics such as:

-international trade
-regional analysis techniques
-market research and market screening techniques
-entering international markets
-export methods
-global products
-global pricing
-international advertising global vs local
-below-the-line marketing communications

International Marketing is invaluable reading for busy marketers wanting to maximize their impact abroad, and is especially relevant for undergraduates studying the subject for the first time and for students of the CIM.

About the Author
Dr Roger Bennett is a researcher and practitioner in the European and international business field. A Reader in the Department of Business Studies at the London Guildhall University, he has also published several books, including Selling in Europe, Getting Started in Export, the Handbook of European Advertising and Doing Business in the West (with Jonathan Reuvid). Jim Blythe is a Reader in Marketing at Glamorgan Business School, University of Glamorgan, and is also the author of several books, including Essentials of Marketing (Pearson), Marketing Communications (Pearson), Essence of Consumer Behaviour (Pearson), Sales Management (Blackhall) and Marketing Strategy (forthcoming from McGraw-Hill).