- Alerts every business--whether current customers are local, domestic, or international--to the window of opportunity open to those willing to explore global markets
- Brings you quickly up to speed on the essentials of international marketing that will make for smoother sailing overseas
- Shows you how to strike back when world competitors more into your territory and shrink your market
- Serves as a guide to little-known sources of financing and credit to back your international venture
- Explains all the strategic alternatives for going global--from exporting and licensing to distributorships and joint ventures
- Helps you present, promote, and price your products and services to appeal to multiple world markets
- Introduces you tothe mysterious world of countertrade--and shows how successful businesses barter cars for coffee and computers for carpets and turn them into cash
- Equips you to ride out the risks and reap the rewards of world-class entrepreneurship
The Global Marketing Imperative Michael Czinkota, Ilkka Ronkainen, John Tarrant
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