Book description
This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the global marketplace, the potential for businesses entering the U.S. market, and marketing trends and applications, with an emphasis on small- to medium-sized enterprise (SME) market expansion. Chalked full of success stories, readers will develop an understanding of American markets and the American consumer, marketing mix considerations, brand building and activation tools and strategies, approaches to developing a strong and differentiated brand for U.S. market entry, and analytics tools and methods for assessing marketing entry performance.
Table of contents
- Cover
- Title Page
- Copyright
- Contents
- Acknowledgments
- Introduction
- Chapter 1 Internationalization of the Small and Medium Size Enterprise: Why Go International?
- Chapter 2 Why the United States? Bright and Dark Sides of Doing Business in America
- Chapter 3 Market Entry: Strategy and Planning
- Chapter 4 Building and Activating Your Brand
- About the Authors
- Index
Product information
- Title: Doing Business in the United States
- Author(s):
- Release date: May 2018
- Publisher(s): Business Expert Press
- ISBN: 9781947098213
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