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International marketing : analysis and strategy

Author: Sak Onkvisit; John J Shaw
Publisher: New York : Routledge, 2004.
Edition/Format:   eBook : Document : English : 4th edView all editions and formats
Summary:

The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities.

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Onkvisit, Sak.
International marketing.
New York : Routledge, 2004
(DLC) 2003023746
(OCoLC)53330856
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Sak Onkvisit; John J Shaw
ISBN: 9780203930069 0203930061 0415311322 9780415311328 0415311330 9780415311335
OCLC Number: 191815742
Description: 1 online resource (xxiii, 594 pages) : illustrations
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
Responsibility: Sak Onkvisit and John J. Shaw.

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"It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a Read more...

 
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