This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to sampling and analyzing data, to taking advantage of your knowledge by approaching the market, this book is your guide to understanding and overcoming the most pressing issues that international marketers face.

This book is a guide to understanding how to develop new marketing opportunities abroad, one of the most demanding yet rewarding economic activities. It is a comprehensive, yet easily understood, treatment of the research issues that you face when contemplating foreign market entry. It takes you from the initial step of initiating an international research project all the way through sampling and analyzing data and making your first moves.