International Marketing: Strategy and Theory
Autor Sak Onkvisit, John Shawen Limba Engleză Paperback – 11 aug 2008
The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.
Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecdotal or descriptive one.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (1) | 751.16 lei 6-8 săpt. | |
| Taylor & Francis – 11 aug 2008 | 751.16 lei 6-8 săpt. | |
| Hardback (1) | 1341.89 lei 6-8 săpt. | |
| Taylor & Francis – 2 sep 2008 | 1341.89 lei 6-8 săpt. |
Preț: 751.16 lei
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Specificații
ISBN-13: 9780415772624
ISBN-10: 0415772621
Pagini: 736
Ilustrații: 96 b/w images, 32 tables, 62 halftones and 34 line drawings
Dimensiuni: 189 x 246 x 33 mm
Greutate: 1.57 kg
Ediția:Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 0415772621
Pagini: 736
Ilustrații: 96 b/w images, 32 tables, 62 halftones and 34 line drawings
Dimensiuni: 189 x 246 x 33 mm
Greutate: 1.57 kg
Ediția:Revizuită
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
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Public țintă
Postgraduate, Professional, and UndergraduateCuprins
1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories and Economic Cooperation 3. Trade Distortions and Marketing Barriers 4. Political Environment 5. Legal Environment 6. Culture 7. Consumer Behavior in the International Context: Psychological and Social Dimensions 8. Marketing Research and Information System 9. Foreign Market Entry Strategies 10. Product Strategies: Basic Decisions and Product Planning 11. Product Strategies: Branding and Packaging Decisions 12. Channels of Distribution 13. 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: Countertrade and Terms of Sale/Payment 18. Financial Strategies: Financing and Currencies
Notă biografică
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.
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.
Recenzii
Praise for the last edition
'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I have used this book and found it to be very cohesive; students will find the text comprehensive and easy to follow.' - Henny Darroch, University of Otago
'It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context.' - Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business
'This fourth edition is a comprehensive and highly readable international marketing text that will work very well in both undergraduate and graduate classes. Treatment of cutting-edge issues such as trade distortions, global branding, and pricing/financing is particularly strong. In addition, introductory chapters such as those on trade, culture, and marketing research provide students with an excellent foundation for understanding the managerial issues that follow. Finally, recent research results, coupled with current real world examples and end-of-chapter cases, provide ample material for in-class discussion. Overall, this is an excellent text that keeps getting better with each new edition.' -
'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I have used this book and found it to be very cohesive; students will find the text comprehensive and easy to follow.' - Henny Darroch, University of Otago
'It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context.' - Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business
'This fourth edition is a comprehensive and highly readable international marketing text that will work very well in both undergraduate and graduate classes. Treatment of cutting-edge issues such as trade distortions, global branding, and pricing/financing is particularly strong. In addition, introductory chapters such as those on trade, culture, and marketing research provide students with an excellent foundation for understanding the managerial issues that follow. Finally, recent research results, coupled with current real world examples and end-of-chapter cases, provide ample material for in-class discussion. Overall, this is an excellent text that keeps getting better with each new edition.' -
Descriere
A key text examining the theory and strategy of marketing in a global context, this acclaimed text uses academic rigour rather than anecdotal evidence. The new edition features key new data, updated case studies, and a revised companion website.