Lc Classification Number
Hf1416.O55 2004
Edition Description
Revised Edition,New Edition
Edition Number
4
Reviews
'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, "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
Table of Content
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
Copyright Date
2004
Target Audience
College Audience
Topic
Marketing / General, Political Economy, International / Marketing, General, International / General
Lccn
2003-023746
Dewey Decimal
658.8/4
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics, Political Science
