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International Marketing

Strategy and Theory


Συγγραφέας: Onkvisit Sak , Shaw John
Εκδότης: Taylor & Francis Ltd
ISBN: 9780415772624
Αριθμός Σελίδων: 710
Εξώφυλλο: Paperback
Διαστάσεις: 25x3x19
Γλώσσα Γραφής: english
Ημερομηνία 1ης Έκδοσης: 2008
Έτος Έκδοσης: 2008

Σύνοψη του βιβλίου "International Marketing"

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.


Συγγραφέας/εις: Onkvisit Sak, Shaw John
Κατηγορία: management
ISBN: 9780415772624
Ημερ/νία έκδοσης: 11/08/2008
Εκδότης: Taylor & Francis Ltd
Εξώφυλλο: Paperback
Σελίδες: 710
Γλώσσα βιβλίου: english
Τόπος έκδοσης: London
Χώρα έκδοσης: United Kingdom
Βάρος βιβλίου: 1406 gr
Διαστάσεις βιβλίου: 25x3x19 cm
Στοιχεία έκδοσης: 5th New edition
Λεπτομέρειες εικονογράφησης: 34 Line drawings, black and white; 62 Halftones, black and white; 32 Tables, black and white; 96 Illustrations, black and white
Ημερομηνία πρώτης έκδοσης: 2008

Περιεχόμενα

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

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