,1111
2 International Marketing
3
4
5
6
7
8
9
10111
1
2
3
411 Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.
5 However, this doesn’t mean that consumers in different parts of the world should be satisfied in the same way.
6 This fourth edition of International Marketing has been written to enable managers and scholars to meet the
7 international challenges they face every day, and it provides the solid foundation required to understand the com-
8 plexities of marketing on a global scale.
9 The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,
20111 the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It
1 is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view
2 of the topic rather than an anecdotal or descriptive one alone.
3 The book includes chapters on:
4
■ trade distortions and marketing barriers
5
■ culture
6
■ consumer behavior
7
■ marketing research
8
■ foreign market entry strategies
9
■ product and branding strategies
30
■ promotion and pricing strategies
1
■ currencies and foreign exchange
2
3 Accessibly written and designed, this is the most international book on marketing available which can be used by
4 undergraduates and postgraduates the world over. As one of the most successful textbooks in its field, the book
5 has been adopted in the USA, Europe, Asia, Australia, and elsewhere, at the undergraduate, MBA, and Ph.D.
6 levels. A companion website provides additional material for lecturers and students alike.
7
8 Sak Onkvisit is Professor of Marketing at San José State University, USA.
9 John Shaw is Professor of Marketing at Providence College, USA.
40
41
42
43
44
45111
,
, International
11
11
2
Marketing
3
4
5
Analysis and strategy
6
7 Fourth edition
8
9
10
11
1 Sak Onkvisit and John J. Shaw
1
2
3
41
5
6
7
8
9
20
11
1
1
2
3
4
5
6
7
8
9
30
1
2
3
4
2 International Marketing
3
4
5
6
7
8
9
10111
1
2
3
411 Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.
5 However, this doesn’t mean that consumers in different parts of the world should be satisfied in the same way.
6 This fourth edition of International Marketing has been written to enable managers and scholars to meet the
7 international challenges they face every day, and it provides the solid foundation required to understand the com-
8 plexities of marketing on a global scale.
9 The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,
20111 the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It
1 is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view
2 of the topic rather than an anecdotal or descriptive one alone.
3 The book includes chapters on:
4
■ trade distortions and marketing barriers
5
■ culture
6
■ consumer behavior
7
■ marketing research
8
■ foreign market entry strategies
9
■ product and branding strategies
30
■ promotion and pricing strategies
1
■ currencies and foreign exchange
2
3 Accessibly written and designed, this is the most international book on marketing available which can be used by
4 undergraduates and postgraduates the world over. As one of the most successful textbooks in its field, the book
5 has been adopted in the USA, Europe, Asia, Australia, and elsewhere, at the undergraduate, MBA, and Ph.D.
6 levels. A companion website provides additional material for lecturers and students alike.
7
8 Sak Onkvisit is Professor of Marketing at San José State University, USA.
9 John Shaw is Professor of Marketing at Providence College, USA.
40
41
42
43
44
45111
,
, International
11
11
2
Marketing
3
4
5
Analysis and strategy
6
7 Fourth edition
8
9
10
11
1 Sak Onkvisit and John J. Shaw
1
2
3
41
5
6
7
8
9
20
11
1
1
2
3
4
5
6
7
8
9
30
1
2
3
4
