A Short Course in International Marketing

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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 to someone from Asia as to someone from Europe or the Americas. Table Of Contents : Chapter 1. Marketing BasicsChapter 2. Elements of the MarketPlaceChapter 3. The Dimensions of International MarketingChapter 4. International TradeChapter 5. The role of GovernmentsChapter 6. The role of Cultural ForcesChapter 7. Developing products for the Foreign MarketChapter 8. Market ResearchChapter 9. Preparing for Market EntryChapter 10. Developing DistributionChapter 11. Advertising and Promotions.Chapter 12. Making ContactChapter 13. Staffing the New MarketChapter 14. Evaluating PerformanceChapter 15. The Marketing PlanChapter 16. The Marketing AuditChapter 17. GlossaryChapter 18. Resources About Author : JEFFREY CURRY, MBA, PH.D., is a trade professional with years of expe-rience leading trade missions and negotiating joint ventures in North America, Asia and Europe. He has taught management development, international finance and economics in both the US and Asia. He is the author of Passport Vietnam and Passport Taiwan, books on international economics and negotiating, and the editor of the VIEN Report.