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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: 658.84
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.
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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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.84 ONK (Browse shelf(Opens below)) 1 Available 0064451
Total holds: 0

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.

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