International marketing strategies : how to build international market share / Erik Wiklund

Information About

This book is for executives and sales personnel in firms already involved in international marketing. It can also be useful to newcomers once they have learned the basic principles. It will show how to spot and discard archaic policies and strategies and how to develop new approaches to markets and opportunities. Readers will learn how to gather and use real, live market intelligence, how to give added striking power to the sales force, how to squeeze added benefits from in-house resources and talents, how to choose international targets wisely, how to avoid straitjacket policies and how to keep international operations nimble.