FOREIGN MARKET ENTRY & GROWTH
Authored by Martin Roth and Douglas Quackenbos, this eBook will guide the student journey in understanding why companies expand internationally, frameworks for pursuing international growth, how to identify and select new markets, and ways to develop and implement successful global marketing strategies. Chapters are brief, focusing on key concepts, frameworks, examples, and linkages to our CountryManager simulation. Analytic assignments, mini and full-length cases, PowerPoint Presentations, and quizzes will be integrated into each chapter. The eBook will be structured such that instructors can utilize all or select chapters.