Online Course Pack

This fourth edition of International Marketing and Export Management has been written in response to the rapid changes occurring in international marketing and the growth in importance of international markets to companies of all sizes. The key factors driving change, including major technological advances and lowered costs in communications, the emergence of e-commerce, improvements in transportation and logistics, continued lowering of barriers to trade and investment, the growth of international alliances and the increasing globalization of business are examined. International Marketing and Export Management 4th edition is focused primarily on the marketing decisions and management processes involved in developing export and other international marketing operations. Whilst, the exporting focus remains for this fourth edition, more extensive material on other forms of entry and methods for evaluating market entry strategy is provided. Key procedural aspects and activities required in marketing are covered from the perspective of how a company can creatively adapt to the international environments within which it can operate. Key Features *Unique emphasis on exporting *Role of the