Full Description
This book covers the growing subject area of marketing in a global context, with particular application to SA business people wanting to break into international markets, or dealing with the import of products into South Africa. International markets differ from domestic markets in scale and complexity and marketers must master complex socio-cultural, legal, economic, political, physical and technological environments in vastly different countries. They must have the right information at hand to make decisions and the right organisational processes in place to surmount challenges and capitalise on opportunities, in growing and stagnating foreign market-places. International marketing provides you with a knowledge advantage in international markets, combining foundational international marketing theory with practical experience. While the theory for the subject is fairly generic, the application in South Africa and Africa is shaped by trade agreements and legislation which are speci fic to the southern African region, hence the need for a South African-based book.
Contents
PART 1 INTRODUCTION TO INTERNATIONAL MARKETING; 1. Introduction to international marketing; 2. International marketing strategy Part 2 Overview of international trade; 3. The economics of international trade; 4. The international trade environment; 5. Foreign exchange and the international monetary system; 6. Barriers to international trade; 7. International trade in southern Africa Part 3 The international marketing environment; 8. The socio-cultural environment; 9. The legal environment Ch 10 The economic environment; 10. The international political environment; 11. Physical and technological environments Part 4 International marketing research; 13. International marketing research Part 5 The international marketing mix; 14. International product policy and development; 15. International distribution and logistics systems; 16. International marketing communication; 18. The Internet and international marketing; 19. Exporting and small businesses; 20. Export administration and logistics Part 6 The future of international marketing; 21. Evolving context and future issues in international marketing
