Entry Strategies for International Markets

Author: Franklin R. Root
Publisher: Jossey-Bass
Keywords: markets, international, strategies, entry
Number of Pages: 288
Published: 1998-10-16
List price: $44.00
ISBN-10: 0787945714
ISBN-13: 9780787945718

Book Description:

Sage Advice on Going Global

Root’s perspective is extremely insightful, and clearly the work of one who knows his topics from personal experience. It encapsulates what some of us have taken decades to learn through trial and error.
--Larry D. Bouts, president, International Division, Toys-R-Us, Inc.

The North American Free Trade Agreement, the new European common market, and the opening of Eastern Europe--among other recent geopolitical developments--have created unprecedented opportunities for American companies seeking to enter foreign markets. This guide offers executives practical advice, recently updated and expanded, on deciding which markets to enter, choosing a product for international distribution, designing an entry strategy, and developing an effective international marketing plan.


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