International Marketing: Analysis and Strategy / Edition 2

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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.
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Product Details

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

Meet the Author

Sak Onkvisit is a Professor of Marketing at San Jose University, California, USA. He has authored several books and has published in leading journals. An internationally known scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

John J. Shaw is Professor of Marketing and Director of the MBA Programme at Providence College, USA. His teaching and research interests include marketing management, international marketing, and consumer behaviour. He has co-authored over 80 papers in journals and conferences, as well as three books.

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Table of Contents

Preface
Ch. 1 Nature of International Marketing: Challenges and Opportunities 3
Ch. 2 Trade Theories and Economic Development 36
Ch. 3 Trade Distortions and Marketing Barriers 81
Ch. 4 Political Environment 129
Ch. 5 Legal Environment 168
Ch. 6 Culture 203
Ch. 7 Consumer Behavior in the International Context: Psychological and Social Dimensions 248
Ch. 8 Marketing Research and Information System 281
Ch. 9 Market Analysis and Foreign Market Entry Strategies 321
Ch. 10 Product Strategies: Basic Decisions and Product Planning 375
Ch. 11 Product Strategies: Branding and Packaging Decisions 422
Ch. 12 Distribution Strategies: Channels of Distribution 459
Ch. 13 Distribution Strategies: Physical Distribution and Documentation 499
Ch. 14 Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 533
Ch. 15 Promotion Strategies: Advertising 563
Ch. 16 Pricing Strategies: Basic Decisions 604
Ch. 17 Pricing Strategies: Terms of Sale and Payment 634
Ch. 18 Sources of Financing and International Money Markets 665
Ch. 19 Currencies and Foreign Exchange 694
Subject Index 731
Name Index 736
Company and Trademark Index 740
Country Index 746
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