A Short Course in International Marketing: Approaching and Penetrating the Global Marketplace

by Jeffrey E. Curry

Short Course books are written from an international perspective for an international audience. This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1885073526
• ISBN13: 9781885073525
• Release Date: January 1998
• Publisher: World Trade Press
• Length: 184 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.5" x 7.0" x 9.9"

Customer Reviews

Insightful!

Trade professional Jeffrey Edmund Curry provides a solid introduction to the principles of worldwide marketing. This book, with its simple definitions of basic marketing terms, will be most appreciated by lower-level employees at companies with newly expanded, global horizons. Newcomers to international business will find information on a wide range of key topics: understanding the role of governments, developing products for the foreign market, doing market research, preparing for market entry, developing distribution, advertising and promotion, making your initial contacts, staffing the new market, evaluating performance and creating a marketing plan and market audit. We [...] recommend that executives of companies with global ambitions read this book and pass it along to the people who'll execute new cross-border strategies.