International marketing : strategy and theory /
Onkvisit, Sak
International marketing : strategy and theory / Sak Onkvisit and John J. Shaw. - 5th ed. - London ; New York : Routledge, 2009. - xxvi, 710 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories and Economic Cooperation 3. Trade Distortions and Marketing Barriers 4. Political Environment 5. Legal Environment 6. Culture 7. Consumer Behavior in the International Context: Psychological and Social Dimensions 8. Marketing Research and Information System 9. Foreign Market Entry Strategies 10. Product Strategies: Basic Decisions and Product Planning 11. Product Strategies: Branding and Packaging Decisions 12. Channels of Distribution 13. Physical Distribution and Documentation 14. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 15. Promotion Strategies: Advertising 16. Pricing Strategies: Basic Decisions 17. Pricing Strategies: Countertrade and Terms of Sale/Payment 18. Financial Strategies: Financing and Currencies
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. This book helps to understand the complexities of marketing on a global scale.
0415772613 (hardback) 9780415772617 (hardback) 0415772621 (pbk.) 9780415772624 (pbk.) 0203930061 (ebk.) 9780203930069 (ebk.)
2007048946
Export marketing.
Export marketing--Management.
658.84 / O.S.I
International marketing : strategy and theory / Sak Onkvisit and John J. Shaw. - 5th ed. - London ; New York : Routledge, 2009. - xxvi, 710 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories and Economic Cooperation 3. Trade Distortions and Marketing Barriers 4. Political Environment 5. Legal Environment 6. Culture 7. Consumer Behavior in the International Context: Psychological and Social Dimensions 8. Marketing Research and Information System 9. Foreign Market Entry Strategies 10. Product Strategies: Basic Decisions and Product Planning 11. Product Strategies: Branding and Packaging Decisions 12. Channels of Distribution 13. Physical Distribution and Documentation 14. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 15. Promotion Strategies: Advertising 16. Pricing Strategies: Basic Decisions 17. Pricing Strategies: Countertrade and Terms of Sale/Payment 18. Financial Strategies: Financing and Currencies
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. This book helps to understand the complexities of marketing on a global scale.
0415772613 (hardback) 9780415772617 (hardback) 0415772621 (pbk.) 9780415772624 (pbk.) 0203930061 (ebk.) 9780203930069 (ebk.)
2007048946
Export marketing.
Export marketing--Management.
658.84 / O.S.I