Publisher's Synopsis
Part of a series, this digest comprises papers selected from the journal "International Marketing Review", which explores and develops various themes in international marketing.;Topics covered include past developments in international marketing and future trends, an approach to global strategy formulation, the issue of international market segmentation, product management, advertising, and pricing in international training, negotiation, technology transfer, retailing, overseas investment planning, the role of the marketing director and a debate on key market focus versus market spreading.
