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International Marketing

Justin Paul

This exciting new textbook gives a comprehensive account of International Marketing theories and practices. The discussion moves from emerging trends and growing internationalisation of firms to an incisive analysis of market-entry strategies and strategic alliances. The authors also discuss about WTO, country analysis, research & opportunity analysis, cultural/political/legal environment, product policy, pricing strategy, logistics/distribution & SCM, advertising & promotion, sales management, and building brands -- in international markets.