International Marketing: Strategy and Theory

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9780415311335: International Marketing: Strategy and Theory

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 satisified in the same way.

The 4th 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.

The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most 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 an anecodotal or descriptive one alone.

The book includes chapters on:

* Trade distortions and marketing barriers
* Political and legal environments
* Culture
* Consumer behaviour
* Marketing research
* Promotion and pricing strategies
* Currencies and foreign exchange

Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.

"synopsis" may belong to another edition of this title.

About the Author:

Sak Onkvisit is Professor of Marketing at San José State University, USA

John Shaw is Professor of Marketing at Providence College, USA

Review:

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 framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context.
–Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business

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Book Description Wiley India Pvt. Ltd., 2007. Paperback. Book Condition: New. 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 satisified in the same way. The 4th 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. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most 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 an anecodotal or descriptive one alone. The book includes chapters on: * trade distortions and marketing barriers * political and legal environments * culture * consumer behaviour * marketing research * promotion and pricing strategies * currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion webiste provides additional material for lecturers and students alike. Printed Pages: 0. Bookseller Inventory # 17672

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Book Description Wiley India Pvt. Ltd., 2007. Paperback. Book Condition: New. 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 satisified in the same way. The 4th 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. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most 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 an anecodotal or descriptive one alone. The book includes chapters on: * trade distortions and marketing barriers * political and legal environments * culture * consumer behaviour * marketing research * promotion and pricing strategies * currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion webiste provides additional material for lecturers and students alike. Printed Pages: 0. Bookseller Inventory # 17672

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Book Description Paperback. Book Condition: New. Softcover Book, New Condition, Fast Shipping. Ready in Stock. 4th Edition. [Please Read Carefully Before Buying], This Is An International Edition. Printed In Black and White. , Book Cover And ISBN No May Be Different From US Edition. Restricted Sales Disclaimer Wordings Not For Sales In USA And Canada May Be Printed On The Cover Of The Book. Standard Shipping 7-14 Business Days. Expedited Shiping 4-8 Business Days. ***WE DO NOT ENTERTAIN BULK ORDERS.*** The Books May Be Ship From Overseas For Inventory Purpose. Bookseller Inventory # 384559

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