Lee Yan Fong Library

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Keillor, Bruce David.

Winning in the global market : a practical guide to international business success / Bruce D. Keillor. - Santa Barbara, Calif. : Praeger, c2012. - xii, 193 p. ; 25 cm.

Includes bibliographical references and index.

Part I : Understanding the international marketplace. The strategy of international business -- Assessing the market environment : identifying real and perceived threats -- Assessing the political environment : beyond the marketplace -- The social imperative : culture and cultural differences -- -- Part II : Planning for the international marketplace. Market selection : choosing your destination -- Market entry : making strategic decisions -- Creating a value chain : connecting with your customer -- -- Part III : Going international. Making your business viable : creating an international product strategy -- Making your product viable : creating an international promotion strategy -- Putting it all together : creating an international business plan.

ISBN: 9780313398322 (hbk. : alk. paper) 0313398321 (hbk. : alk. paper) 9780313398339 (ebook) 031339833X (ebook)

LCCN: 2011027584

Subjects--Topical Terms:
International trade.
International business enterprises.

LC Class. No.: HF1379 / K45 2012

Dewey Class. No.: 658.8/4