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Title: A Short Course in International Marketing: Approaching and Penetrating the Global Marketplace (Short Course in International Trade Series) by Jeffrey E. Curry ISBN: 1-885073-52-6 Publisher: World Trade Press Pub. Date: August, 1998 Format: Paperback Volumes: 1 List Price(USD): $19.95

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Average Customer Rating: 4 (1 review)

Rating: 4
Summary: Insightful!
Comment: Trade professional Jeffrey Edmund Curry provides a solid introduction to the principles of worldwide marketing. This book, with its simple definitions of basic marketing terms, will be most appreciated by lower-level employees at companies with newly expanded, global horizons. Newcomers to international business will find information on a wide range of key topics: understanding the role of governments, developing products for the foreign market, doing market research, preparing for market entry, developing distribution, advertising and promotion, making your initial contacts, staffing the new market, evaluating performance and creating a marketing plan and market audit. We [...] recommend that executives of companies with global ambitions read this book and pass it along to the people who'll execute new cross-border strategies.