Summary of A Short Course in International Marketing

Approaching and Penetrating the International Marketplace

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A Short Course in International Marketing book summary
So you want to go global? Have you considered language, logistical systems, finance, government, trade agreements, culture and currency?


7 Overall

8 Applicability

6 Innovation

7 Style


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.

In this summary, you will learn

  • How to enter your product in a foreign market
  • What trade roadblocks to look out for
  • How to tackle distribution and advertising


Stepping Across the Border
Marketing and sales are often confused. Sales is the end result of the process of marketing – the point at which the goods or services are given to a customer in exchange for money or other valuable consideration. Marketing is the entire commercial process that...
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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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