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An Introduction to International Marketing (Marketing in Action)
 
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An Introduction to International Marketing (Marketing in Action) (Paperback)
by Keith Lewis (Author), Matthew Housden (Author)
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Product Description
Synopsis
This work seeks to provide a grounding in international marketing, de-mystify its language and remove the jargon associated with it. It instructs the reader on: understanding the changing nature of the international trading environment; identifying information sources for international marketing; developing suitable approaches for entering international markets; and developing tactical plans for overseas markets using the elements of the marketing mix. There are models, examples, checklists and case studies.

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