A Short Course in International Marketing Blunders

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The global marketplace offers terrific opportunities and formidable challenges. Doing business internationally isn?t necessarily more difficult, but it is certainly different. Understanding how things work is critical.Short Course in International Trade books are stand-alone training modules that teach the key skills of international trade. Each book covers a single topic and is designed as a practical guide with immediate application in the real world. They are excellent training tools for traders, bankers and brokers.Each book is written from an international perspective for an international audience. Content focuses on the universal needs of all business people,regardless of whether they are a buyer or seller, or dealing in products or services.The books are as useful for someone from Asia as for someone from Europe or the Americas. Table Of Contents : Chapter 1. The why of International Marketing BlundersChapter 2. Language and Translation BlundersChapter 3. Product and Services BlundersChapter 4. Distribution BlundersChapter 5. Advertising BlundersChapter 6. Japan: A World Unto ItselfChapter 7. Internal 'International' BlundersChapter 8. Applying the Lessons LearnedChapter 9. The (Almost) Blunder-Proof International Marketing PlanChapter 10. GlossaryChapter 11. Resources About Author : MICHAEL D. WHITE is the Executive Director of the Foreign Trade Association of Southern California. He holds a certificate in international business from the International Institute in Tokyo and a degree in journalism from California State University. In his 23-year career as a journalist he covered international trade as managing editor of World Trade Magazine and as an editor at International Business Magazine, Pacific Shipper and International Thomson Transport Press.