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A Short Course in International Marketing
Book

A Short Course in International Marketing

Approaching and Penetrating the International Marketplace

Jeffrey Edmund Curry
World Trade Press, 1999

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автоматическое преобразование текста в аудио

Editorial Rating

7

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  • Applicable

Recommendation

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. getAbstract recommends that executives of companies with global ambitions read this book and pass it along to the people who’ll execute new cross-border strategies.

Take-Aways

  • Most companies start domestically and then establish a presence internationally.
  • When marketing in another country, consider market planning, regulation, licensing, distribution, financing, exchange risk and legal status.
  • The tourism industry is the world’s largest employer.

About the Author

Jeffrey Edmund Curry, M.B.A., Ph.D., has taught management development, international finance and economics in both the U.S. and Asia. He is the author of Passport Vietnam and Passport Taiwan, books on international economics and negotiating.

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