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International Marketing Strategy

其他書名	Environmental Assessment and Entry Strategies
出版	Dryden Press, 1994
主題	Business & Economics / Exports & ImportsBusiness & Economics / International / Marketing
ISBN	00309837389780030983733
URL	http://books.google.com.hk/books?id=HpC2AAAAIAAJ&hl=&source=gbs_api

註釋This reader deals with the environment, external and internal strategic dimensions and implementation considerations from the viewpoint of the new entrant into the international market. Exporting, from the standpoint of both smaller and medium-sized firms, is given primary emphasis. Features: * Theoretical and pragmatic viewpoints are reflected, to encourage a thorough understanding of foreign market entry requirements, opportunities and strategies. * The first section, on the environment, outlines the growing interdependencies and linkages that make all firms part of international marketing. Trading blocs and international trade relationships are illustrated using the EC, the former communist bloc, the U.S. and Japan as examples. * Government assistance to firms in the start-up phase of international market entry is highlighted in the second section. These chapters include overviews of export promotion, with detail on who is helped and who isn't. * Chapter 8 presents a detailed study of a state government's efforts in export promotion. * Part 3 studies the factors affecting a firm's decision to internationalize or not. It also deals with the challenges that might be unfamiliar to