International marketing

Analysis and strategy

Sak Onkvisit, John Shaw

596 pages, parution le 10/06/2004 (5^eme édition)

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Résumé

The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities. The authors have developed a strong conceptual and theoretical framework to help to understand international marketing problems and guide marketing decisions. The book combines both marketing applications and theoretical foundations, thus providing a good balance between theory and practice. Rather than just merely descriptive the approach is analytical and managerial.

L'auteur - John Shaw

Plusieurs fois champion d'Écosse, le grand maître John Shaw se consacre essentiellement à l'édition de livres d'échecs de qualité.

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Sommaire

Nature of international marketing: challenges and opportunities
Trade theories and economic development
Trade distortions and marketing barriers
Political environment
Legal environment
Culture
Consumer behaviour in the international context : psychological and social dimensions
Marketing research and information system
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
Sources of financing and international money markets
Currencies and foreign exchange

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Routledge
Auteur(s)	Sak Onkvisit, John Shaw
Parution	10/06/2004
Édition	5^eme édition
Nb. de pages	596
Format	19 x 24,5
Couverture	Broché
Poids	1716g
Intérieur	Noir et Blanc
EAN13	9780415311335
ISBN13	978-0-415-31133-5