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International marketing : analysis and strategy / Sak Onkvisit and John J. Shaw

Main Author Onkvisit, Sak Coauthor Shaw, John J. Edition 4th ed. Publication New York : Routledge, 2004 Description 594 p. : il. ISBN 0415311330 Abstract 1. Nature of internacional marketing: challenges and opportunities; 2. Trade theories and economic development; 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. Sources of financing and international money markets; 19. Currencies and foreign exchange Topical name Marketing internacional CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 [I] ONK 3916 Available 3916
Total holds: 0

1. Nature of internacional marketing: challenges and opportunities; 2. Trade theories and economic development; 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. Sources of financing and international money markets; 19. Currencies and foreign exchange

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