Authors: Sak Onkvisit, John Shaw
ISBN-13: 9780415772617, ISBN-10: 0415772613
Format: Other Format
Publisher: Taylor & Francis, Inc.
Date Published: October 2008
Edition: REV
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.
Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way.
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.
A companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415772624.
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 |