International Marketing: Analysis and Strategy / Edition 2

International Marketing: Analysis and Strategy / Edition 2

by Sak Onkvisit, John J. Shaw
     
 

ISBN-10: 0023893435

ISBN-13: 9780023893438

Pub. Date: 11/28/1992

Publisher: Prentice Hall Professional Technical Reference

This excellent book offers a good balance between theory and practice while providing solid theoretical and conceptual foundations to the discipline of international marketing. The approach is analytical rather than merely descriptive, with an emphasis on the management perspective. International Marketing: Analysis and Strategypresents broad and

Overview

This excellent book offers a good balance between theory and practice while providing solid theoretical and conceptual foundations to the discipline of international marketing. The approach is analytical rather than merely descriptive, with an emphasis on the management perspective. International Marketing: Analysis and Strategypresents broad and deep coverage of international business topics. There are two chapters for each of the 4 Ps of marketing. There are also in depth discussions of topics such as marketing barriers, foreign exchange, physical distribution, documentation, bribery, counterfeiting, intellectual property, gray marketing, dumping, political risks, services, free-trade zones, countertrade, and more. The book employs a rigorous approach that cites real-world examples from U.S. government and international publications, as well as industry-specific publications in addition to leading business magazines and newspapers. It covers the latest theoretical developments, empirical findings, and management practices. This integrated approach enables readers to keep up with the latest research and practice. The third edition of International Marketing: Analysis and Strategy has been revised to include the latest scholarly and management practices, several new cases and advertisements, and the latest available statistics. In addition, the book employs"boxes" for the first time to highlight different areas of discussion: "cultural dimension," "it's the law," and "marketing strategy." A valuable reference book for any professional whose business is involved with international marketing.

Product Details

ISBN-13:
9780023893438
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
11/28/1992
Edition description:
2nd ed
Pages:
960
Product dimensions:
7.50(w) x 9.44(h) x 1.64(d)

Table of Contents

I. OVERVIEW OF WORLD BUSINESS.

1. Nature of International Marketing: Challenges and Opportunities.
2. Trade Theories and Economic Development.
3. Trade Distortions and Marketing Barriers.

II. WORLD MARKET ENVIRONMENT.

4. Political Environment.
5. Legal Environment.
6. Culture.
7. Consumer Behavior in the International Context: Psychological and Social Dimensions.

III. PLANNING FOR INTERNATIONAL MARKETING.

8. Marketing Research and Information System.
9. Market Analysis and Foreign Market Entry Strategies.

IV. INTERNATIONAL MARKETING DECISIONS.

10. Product Strategies: Basic Decisions and Product Planning.
11. Product Strategies: Branding and Packaging Decisions.
12. Distribution Strategies: Channels of Distribution.
13. Distribution Strategies: 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: Terms of Sale and Payment.

V. SPECIAL TOPICS: FINANCIAL ENVIRONMENT AND DECISIONS.

18. Sources of Financing and International Money Markets.
19. Currencies and Foreign Exchange.
Subject Index.
Name Index.
Company and Trademark Index.
Country Index.

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