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Item Details
| Title:
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INTERNATIONAL MARKETING
STRATEGY AND THEORY |
| By: |
Sak Onkvisit, John J. Shaw |
| Format: |
Hardback |
| List price:
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£145.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0415311322 |
| ISBN 13: |
9780415311328 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
1 July, 2004 |
| Edition: |
4th Revised edition |
| Pages: |
620 |
| Description: |
The main aim of International Marketing, is to provide solid foundations that are useful for explanation, prediction and control of international business activities. |
| Synopsis: |
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 satisified in the same way. The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most 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 an anecodotal or descriptive one alone.The book includes chapters on: * Trade distortions and marketing barriers * Political and legal environments * Culture * Consumer behaviour * Marketing research * Promotion and pricing strategies * Currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike. |
| Illustrations: |
70 black & white illustrations, 37 black & white tables, 40 black & white |
| Publication: |
UK |
| Imprint: |
Routledge |
| Returns: |
Returnable |
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