International marketing

Research output: Chapter in Book/Report/Conference proceedingChapter


The Growing Business Handbook is a superb reference tool for all businesses with growth potential, filled with invaluable insights and guidance from SME specialists in finance, HR, marketing, innovation, people and IT, as well as help on enterprise risk and useful legal advice. The Growing Business Handbook is the reference source of choice to help you ensure and manage business growth, particularly in challenging economic conditions. Now in its 12th edition, this book looks at all the areas ripe for exploitation by your growing business and discusses ways you can manage the associated risks.
Original languageEnglish
Title of host publicationThe Growing Business Handbook
EditorsAdam Jolly
Place of PublicationLondon
Number of pages6
Edition12th edition
Publication statusPublished - Nov 2009


  • behavioural theory
  • international business
  • international marketing
  • economic theory
  • stages theory
  • random approach
  • networks
  • foreign market entry
  • standardisation
  • standardization
  • customisation
  • customization
  • market success
  • segmentation
  • staged approach
  • pricing
  • branding
  • distribution channel selection
  • promotion

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