Foundations of international marketing - Johnston, Steve 1934- (London : International Thomson Business Press, 1998)
Some success stories from international marketing and the reasons behind them. -- Planning and commitment for international marketing. -- Communications with the market and the role of negotiations in International marketing. -- The impact of culture on international planning and implementation of marketing strategies. -- Market selection strategy, International market research and the European Union. -- Market entry strategy I: Options mainly used by larger firms. -- Market entry strategy II: Options mainly used by smaller organizations. -- Product strategy. -- International promotion strategies. -- Pricing strategies in international marketing. -- Legal aspects of international marketing. --Teachnical aspects of international marketing. -- The international marketing of services. -- SMEs and important world markets
Keywords: MERCADO DE EXPORTACION; COMERCIO INTERNACIONAL