International Marketing Reader

This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign?
The Reader combines previously published articles with new papers commissioned to update classic research in the field. With an international set of contributors and a range of international examples, the book offers a selection of critical studies that analyse each part of the marketing function. It then concludes by reflecting on the creation of the EU, of NAFTA and the unpredictable Westernization of emerging markets of Central and Eastern Europe, showing how the international marketing expert must be able to respond to the rapidly changing global environment.