Marketing is a universal activity, 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. This fourth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day, and 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 anecdotal or descriptive one alone. The book includes chapters on:
I I I I I I I I
trade distortions and marketing barriers culture consumer behavior marketing research foreign market entry strategies product and branding strategies promotion and pricing strategies currencies and foreign exchange
Accessibly written and designed, this is the most international book on marketing available which can be used by undergraduates and postgraduates the world over. As one of the most successful textbooks in its ﬁeld, the book has been adopted in the USA, Europe, Asia, Australia, and elsewhere, at the undergraduate, MBA, and Ph.D. levels. A companion website provides additional material for lecturers and students alike. Sak Onkvisit is Professor of Marketing at San José State University, USA. John Shaw is Professor of Marketing at Providence College, USA.
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Analysis and strategy... [continues]
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