International Marketing Management, 3E - Softcover

This book is designed to enable readers to develop skills to make marketing decisions in the global context: how to find new markets to replace saturated markets; how to customize products for the demands of new markets; which products world customers want; how to best reach the customers; what pricing strategies are most appropriate; what Distribution channels are adequate to serve the world customers; how to overcome barriers that hinder implementation of marketing programs; and so on. In addition to covering all important frameworks of marketing, the book briefly touches upon those concepts from other disciplines (for example,- finance and accounting) that must be grasped to understand fully the perspective of conducting marketing across national boundaries. Throughout the book, a variety of examples are used to illustrate the points made. Important frameworks and theories are explained with quotes from original sources. A hallmark of the book is Chapter 11, which discusses segmenti