tailieunhanh - International Marketing

Policy makers (executives and government leaders), educators, and students alike have a basic obligation to take advantage of the opportunities to learn and transmit the knowledge of the world. International experiences are not the comprehension of global issues, education is not complete. International marketing is not a subset or special case of domestic marketing. While a person should benefit from an observation of marketing in another culture, the greater benefit is derived from one’s better understanding of oneself in the process. To both the universities and students, global – not national – orientation is essential. Universities in this millennium should strive to offer international education, and. | uopipg Lpfz pue SỊSẤỊBuy gupayiupy ỊEUOỊIPLUOILIỊ MVHS NHOI QNV1ISIAMNO MVS International Marketing 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 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 . 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 .