Your Waterstones card is changing, introducing...
TELL ME MORE
International Marketing: Strategy and Theory (Hardback)
  • International Marketing: Strategy and Theory (Hardback)
zoom

International Marketing: Strategy and Theory (Hardback)

(author), (author)
£145.00
Hardback 620 Pages / Published: 01/07/2004
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket
Marketing is a universal activity that is widely applicable, 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 satisified in the same way.

The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. 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 anecodotal or descriptive one alone.

The book includes chapters on:

* Trade distortions and marketing barriers
* Political and legal environments
* Culture
* Consumer behaviour
* Marketing research
* Promotion and pricing strategies
* Currencies and foreign exchange

Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.

Publisher: Taylor & Francis Ltd
ISBN: 9780415311328
Number of pages: 620
Weight: 1429 g
Dimensions: 248 x 191 x 40 mm
Edition: 4th New edition


MEDIA REVIEWS
"It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context."
-Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business

You may also be interested in...

Marketing For Dummies
Added to basket
Jab, Jab, Jab, Right Hook
Added to basket
Growth Hacker Marketing
Added to basket
Persuasive Copywriting
Added to basket
Mid-Century Ads
Added to basket
£15.00
Hardback
The Sell
Added to basket
£14.99
Paperback
Hooked
Added to basket
£12.99
Hardback
Sales in easy steps
Added to basket
£10.99
Paperback
Do Purpose
Added to basket
£8.99
Paperback
Raving Fans!
Added to basket
£7.99
Paperback
Build a Brand in 30 Days
Added to basket
The Challenger Sale
Added to basket
The Sales Bible, New Edition
Added to basket
How Brands Grow
Added to basket
£22.50
Hardback

Reviews

Please sign in to write a review

Your review has been submitted successfully.