Год выпуска: 1994 Автор: Len Groves Издательство: Страниц: 160 ISBN: 9780631193555
Описание
Based on the syllabus of the Institute of Export and the author’s extensive practical and teaching experience in the area, this book offers a comprehensive guide to the issues involved in assessing export markets. The book lays out in a clear and authoritative manner the central aspects of: Assessing market potential and making the selection decision Market research and sources of information Collecting and using market data Creating the marketing plan and monitoring performance Every chapter has test questions to allow students to measure their knowledge. The practical approach the book takes will make it ideal for those taking professional exams in this field and for executives in exporting businesses. Principles of International Marketing Research is in the Principles of Export Guidebooks series, published in association with the Institute of Export, each of which covers a core area in the Institute’s...
