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Principles of International Marketing

ISBN: 978-0-631-19251-0
208 pages
July 1994, Wiley-Blackwell
Principles of International Marketing (0631192514) cover image


Focusing on the key aspects of setting up an export operation, this text demonstrates how export decisions are actually made and justified financially.
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Table of Contents


Series Editor's Introduction.

About The Institute of Export Examinations.

List of Figures and Exhibits.

1. Selecting a Marketing Strategy: Case Study 1.

2. Selecting a Marketing Strategy: Case Study 2.

3. Selecting a Marketing Strategy: Case Study 3.

4. World Markets.

5. Physical Distribution Factors in International Marketing.

6. United Kingdom Distribution Channels.

7. Overseas Distribution Channels.

8. Company Owned Distribution Channels.

9. Licensing, Franchising, Joint Ventures and Management Contracts.

10. Other Distribution Channels and Channel Selection.

11. Visiting Overseas Markets.

12. The Role of Service in International Marketing.

13. Promotion.

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Author Information

Julia Spencer lectures widely on International Marketing.
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The Wiley Advantage

* The only series to comply directly with the requirements of the Institute of Export's membership qualification.
* Case studies and worked examples makes the book practical to use and accessible to students.
* Also suitable for students taking the CIM Diploma in Marketing.
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