International Marketing : Strategy and Theory

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ISBN: 9780203871935 | 0203871936
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Copyright: 9/5/2008

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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.

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Nature of International Marketing: Challenges and Opportunities
Trade Theories and Economic Cooperation
Trade Distortions and Marketing Barriers
Political Environment
Legal Environment
Culture
Consumer Behavior in the International Context: Psychological and Social Dimensions
Marketing Research and Information System
Foreign Market Entry Strategies
Product Strategies: Basic Decisions and Product Planning
Product Strategies: Branding and Packaging Decisions
Channels of Distribution
Physical Distribution and Documentation
Promotion Strategies: Personal Selling, Publicity, and Sales Promotion
Promotion Strategies: Advertising
Pricing Strategies: Basic Decisions
Pricing Strategies: Countertrade and Terms of Sale/Payment
Financial Strategies: Financing and Currencies
Table of Contents provided by Publisher. All Rights Reserved.

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International Marketing : Strategy and Theory

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