International Marketing: Strategy and Theory

ISBN-13: 9780415772617 / Angielski / Twarda / 2008 / 710 str.

Sak Onkvisit;John Shaw

Opis

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 fifth 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 soley an anecodotal or descriptive. A companion website provides additional material for lecturers and students alike.

Spis treści

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