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CHOICE Review

Nelson, a consultant and college instructor specializing in international trade, has written a useful guide for current or prospective international marketers. In addition to providing a thorough overview of the global marketplace, the book offers country-by-country information pertaining to local customs and attitudes as well as the dos and don'ts of business etiquette. A major portion of this well-written book is devoted to the steps involved in developing an international marketing plan. Here Nelson covers such areas as choosing the right organizational structure; the roles of intermediaries (general trading companies, export management companies, brokers, and others); ways to gather research data; and marketing mix decisions. Information is also provided about tariffs, laws and regulations, and licensing agreements. Several appendixes enhance the book's value: lists of government and trade organizations that offer assistance; an extensive glossary; a comprehensive bibliography; a list of world commercial holidays; and a guide to foreign management and business titles. Recommended for professional and academic business collections, community college through graduate. -P. G. Kishel, Cypress College