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International marketing : strategy and theory / Sak Onkvisit and John J. Shaw.

By: Contributor(s): Material type: TextTextPublication details: London ; New York : Routledge, 2009.Edition: 5th edDescription: xxvi, 710 p. : ill. ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0415772613 (hardback)
  • 9780415772617 (hardback)
  • 0415772621 (pbk.)
  • 9780415772624 (pbk.)
  • 0203930061 (ebk.)
  • 9780203930069 (ebk.)
Subject(s): DDC classification:
  • 658.84 22 O.S.I
Online resources:
Contents:
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
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. This book helps to understand the complexities of marketing on a global scale.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 658.84 O.S.I (Browse shelf(Opens below)) Available 00010260

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.

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