|
INTERNATIONAL MARKETING ANALYSIS AND STRATEGY
ONKVISIT S. SHAW J. wydawnictwo: PRENTICE HALL , rok wydania 1997, wydanie III cena netto: 271.00 Twoja cena 257,45 zł + 5% vat - dodaj do koszyka Sak
Onkvisit , San Jose State University
John J. Shaw , Providence College
Published
December 1996 by Prentice Hall Business Publishing
Copyright
1997, 750 pp. Cloth ISBN 0-13-272451-0
This excellent book offers a good balance between theory and practice while providing
solid theoretical and conceptual foundations to international marketing. The approach is
analytical rather than merely descriptive, with an emphasis throughout on the management
perspective.
Provides
fundamental principles and the solid background necessary to perform research and/or
pursue a career in international marketing.
Provides
a conceptual framework to understand corporate practices with stressing practical,
managerial implications.
Employs a
rigorous and applications-oriented 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.
Covers
the latest theoretical developments, empirical findings, and management practices. This
integrated approach enables instructors and students to keep up with the latest research
and practice.
Presents
broad and deep coverage of international business topics. There are two chapters for each
of the 4 Ps of marketing. The following topics are discussed in depth: marketing barriers,
foreign exchange, physical distribution, documentation, bribery, counterfeiting,
intellectual property, gray marketing, dumping, political risks, services, free-trade
zones, countertrade, and more.
Includes
a number of features designed to stimulate classroom discussions, such as "discussion
assignments," and "minicases."
I.
OVERVIEW OF WORLD BUSINESS.
1. Nature
of International Marketing: Challenges and Opportunities.
2. Trade Theories and Economic Development.
3. Trade Distortions and Marketing Barriers.
II. WORLD MARKET ENVIRONMENT.
4.
Political Environment.
5. Legal Environment.
6. Culture.
7. Consumer Behavior in the International Context: Psychological and Social Dimensions.
III. PLANNING FOR INTERNATIONAL MARKETING.
8.
Marketing Research and Information System.
9. Market Analysis and Foreign Market Entry Strategies.
IV. INTERNATIONAL MARKETING DECISIONS.
10.
Product Strategies: Basic Decisions and Product Planning.
11. Product Strategies: Branding and Packaging Decisions.
12. Distribution Strategies: Channels of Distribution.
13. Distribution Strategies: 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: Terms of Sale and Payment.
V. SPECIAL TOPICS: FINANCIAL ENVIRONMENT AND DECISIONS.
18.
Sources of Financing and International Money Markets.
19. Currencies and Foreign Exchange.
Subject Index.
Name Index.
Company and Trademark Index.
Country Index.
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
|
