Summary of A Short Course in International Marketing
Approaching and Penetrating the International Marketplace
So you want to go global? Have you considered language, logistical systems, finance, government, trade agreements, culture and currency?
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
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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