Doing Business in the United States: A Guide for Small Business Entrepreneurs with a Global Mindset


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.
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 analytical tools and methods for assessing marketing entry performance.


About the Author(s)

Anatoly Zhuplev

Anatoly Zhuplev is a professor of international business and entrepreneurship at Loyola Marymount University (Los Angeles, California) and former editor-in-chief at the Journal of East West Business (…

Matthew Stefl

Matthew Stefl joined Loyola Marymount University in 2014 as clinical professor and co-director of the M-School program. He brings with him nearly two decades of advertising industry experi…

Andrew Rohm

Andrew Rohm is an associate professor in the marketing department at Loyola Marymount University and director of the M-School, an undergraduate educational initiative designed to transform higher-lear…

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Pub Date

May 12, 2018





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