International Marketing: Analysis and Strategy
This excellent book offers a good balance between theory and practice while providing solid theoretical and conceptual foundations to the discipline of international marketing. The approach is analytical rather than merely descriptive, with an emphasis on the management perspective. International Marketing: Analysis and Strategypresents broad and deep coverage of international business topics. There are two chapters for each of the 4 Ps of marketing. There are also in depth discussions of topics such as marketing barriers, foreign exchange, physical distribution, documentation, bribery, counterfeiting, intellectual property, gray marketing, dumping, political risks, services, free-trade zones, countertrade, and more. The book employs a rigorous approach that cites real-world examples from U.S. government and international publications, as well as industry-specific publications in addition to leading business magazines and newspapers. It covers the latest theoretical developments, empirical findings, and management practices. This integrated approach enables readers to keep up with the latest research and practice. The third edition of International Marketing: Analysis and Strategy has been revised to include the latest scholarly and management practices, several new cases and advertisements, and the latest available statistics. In addition, the book employs”boxes" for the first time to highlight different areas of discussion: "cultural dimension," "it's the law," and "marketing strategy." A valuable reference book for any professional whose business is involved with international marketing.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Trade Theories and Economic Development
Trade Distortions and Marketing Barriers
PART TWO WORLD MARKET ENVIRONMENT
22 other sections not shown
advertising agreement American bank barriers brand Business America Business Week buyer capital cars channel China commercial common company's competitive consumers corporate costs coun countertrade country's culture currency customers distribution distributor domestic economic effect Europe European European Union example exchange rates EXHIBIT factors financing Germany global gray market GTECH Hong Kong important industry International Business Studies international marketing investment Japan Japanese joint venture Jose Mercury Journal of International LDCs license manufacturer marketing mix marketing research Marketing Strategy ment million MNCs multinational operations overseas packaging payment percent political problem profit promotion purchase result retailers risk San Jose Mercury selling Source South Korea standards sumers tariffs tion trade trademark U.S. dollar U.S. exports U.S. firms U.S. market United United Kingdom Wall Street Journal worldwide
All Book Search results »
Journal of World Business, Volume 33
No preview available - 1998