| Description |
xxvi, 737 pages : illustrations ; 27 cm |
| Contents |
1. Challenge of globalization -- 2. Potential market assessment: Determination of attractive markets -- 3. Potential market assessment: Economic environment -- 4. Potential market assessment: Political and legal environment -- 5. Potential market assessment: Cultural environment -- 6. Operating environment assessment: Firm's competitive position -- 7. International marketing intelligence -- 8. Intended strategic position -- 9. Rules of business position --10. Resource allocation -- 11. International product management -- 12. International distribution management -- 13. International sales management -- 14. International marketing logistics -- 15. International market communication -- 16. International pricing decisions -- 17. International marketing plan |
| Notes |
Previous ed. 1999 |
| Bibliography |
Includes bibliographical references and index |
| Notes |
First ed. published Addison-Wesley, 1991 |
| Subject |
Export marketing.
|
| Author |
Dahringer, Lee.
|
|
Leihs, Helmuth.
|
| ISBN |
1844801322 paperback |
|
9781844801329 paperback |
|
