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International marketing : strategy and theory

Author: Sak Onkvisit; John J Shaw
Publisher: London ; New York : Routledge, 2009.
Edition/Format:   Print book : English : 5th edView all editions and formats
Database:WorldCat
Summary:
Written to enable managers and scholars to meet real international challenges, this volume provides a foundation for the explanation, prediction and control of international marketing. The fifth edition includes new case studies and is accompanied by a fully updated website.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Sak Onkvisit; John J Shaw
ISBN: 0415772613 9780415772617 0415772621 9780415772624 0203930061 9780203930069
OCLC Number: 182716604
Description: xxvi, 710 pages : illustrations ; 26 cm
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 systems --
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.
Responsibility: Sak Onkvisit and John J. Shaw.
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Abstract:

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  Read more...

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Praise for the last edition 'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I Read more...

 
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