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9780415772624

International Marketing: Strategy and Theory

by Onkvisit; Sak
  • ISBN13:

    9780415772624

  • ISBN10:

    0415772621

  • Edition: 5th
  • Format: Nonspecific Binding
  • Copyright: 2008-08-27
  • Publisher: Routledge

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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.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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