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Table of Contents:
PART 1 ANALYSIS
1 An introduction to international marketing
2 The international trading environment
3 Social and cultural considerations in international marketing
4 International marketing research and opportunity analysis
PART 2 STRATEGY DEVELOPMENT
5 International niche marketing strategies for small and medium-sized enterprises (SMEs)
6 Global strategies
7 Market entry strategies
8 International product and service management
PART 3 IMPLEMENTATION
9 International communications
10 The management of international distribution and logistics
11 Pricing for international markets
12 International marketing implementation through enabling technologies