ESCP Europe

This book covers both marketing processes and activities. It provides a marketing management approach to international marketing with a particular emphasis on export development and management. Chapter topics include : bases of international marketing ; the international environment ; export market selection (definition and strategies) ; information for market(ing) decisions ; market entry strategies ; export entry modes ; non-export entry modes ; product decisions ; pricing decisions ; financing and methods of payment ; promotion and marketing communication ; the export order and physical distribution ; and organization and planning of international marketing activities.