| Description |
xii, 324 pages ; 24 cm |
| Contents |
1. The New Global Economy: Challenges and Opportunities -- 2. Designing Entry Strategies for International Markets -- 3. Deciding on the International Product Candidate and Target Market -- 4. Entering International Markets Through Exports -- 5. Entering International Markets Through Licensing and Other Contractual Arrangements -- 6. Entering International Markets Through Investment -- 7. Deciding on the Right Entry Mode -- 8. Designing the International Marketing Plan -- 9. Designing and Managing Entry Strategies Across Cultural Differences -- 10. Designing Entry Strategies for Global Competitive Advantage in Multinational Enterprise Systems |
| Summary |
The North American Free Trade Agreement, the new European common market, and the opening of Eastern Europe--among other recent geopolitical developments--have created unprecedented opportunities for American companies seeking to enter foreign markets. This guide offers executives practical advice, recently updated and expanded, on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an effective international marketing plan |
| Analysis |
Export marketing |
|
International business enterprises Management |
| Bibliography |
Includes bibliographical references (pages [315]-319) and index |
| Subject |
Export marketing.
|
|
International business enterprises -- Management.
|
| LC no. |
93040129 |
| ISBN |
0029269032 (cloth) |
|
0029269040 (paperback) |
|
