International marketing : strategy and theory /
By: Onkvisit, Sak.
Contributor(s): Shaw, John J.
Publisher: London ; New York : Routledge, 2009Edition: 5th ed.Description: xxvi, 710 pages : illustrations ; 26 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 0415772613; 9780415772617:; 9780415772617; 0415772621; 9780415772624; 0203930061; 9780203930069.Subject(s): Export marketing | Export marketing -- ManagementDDC classification: 658.84Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.84 ONK (Browse shelf(Opens below)) | 1 | Available | 0064451 |
Includes bibliographical references and indexes.
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.
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.