Description

The book introduces international marketing and explains how organisations can successfully market their products and services in foreign and global markets.

International marketing is more complex than domestic marketing because businesses must consider differences between countries, including culture, consumer behaviour, economic conditions, laws, competition, currencies, political environments, and distribution systems.

The book is organised around three major stages:

1. Analysis — understanding international markets, trading environments, cultures, and opportunities.
2. Strategy development — deciding which markets to enter and developing strategies for globalisation, market entry, and international competition.
3. Implementation — putting the strategy into practice through products, communication, distribution, pricing, logistics, and technology.