International Marketing: Strategy and Theory

by Onkvisit; Sak

• ISBN13: 9780415772624
• ISBN10: 0415772621
• Additional ISBN(s): 9781135275464
• Edition: 5th
• Format: Nonspecific Binding
• Copyright: 2008-08-27
• Publisher: Routledge
• More Book Details

Summary

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. The 5th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale.Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone. A companion website provides additional material for lecturers and students alike.

Table of Contents

Nature of International Marketing: Challenges and Opportunities

Trade Theories and Economic Cooperation

Trade Distortions and Marketing Barriers

Political Environment

Legal Environment

Culture

Consumer Behavior in the International Context: Psychological and Social Dimensions

Marketing Research and Information System

Foreign Market Entry Strategies

Product Strategies: Basic Decisions and Product Planning

Product Strategies: Branding and Packaging Decisions

Channels of Distribution

Physical Distribution and Documentation

Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

Promotion Strategies: Advertising

Pricing Strategies: Basic Decisions

Pricing Strategies: Countertrade and Terms of Sale/Payment

Financial Strategies: Financing and Currencies

Table of Contents provided by Publisher. All Rights Reserved.