5th Edition

International Marketing Strategy and Theory

By Sak Onkvisit, John Shaw Copyright 2009
    736 Pages 96 B/W Illustrations
    by Routledge

    736 Pages 96 B/W Illustrations
    by Routledge

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    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 satisfied in the same way.

    The fifth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale.

    Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and 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 solely an anecdotal or descriptive one.

    1. Nature of International Marketing: Challenges and Opportunities  2. Trade Theories and Economic Cooperation  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. Financial Strategies: Financing and Currencies


    Sak Onkvisit is a Professor of Marketing at San Jose University, California, USA. He has authored several books and has published in leading journals. An internationally known scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

    John J. Shaw is Professor of Marketing and Director of the MBA Programme at Providence College, USA. His teaching and research interests include marketing management, international marketing, and consumer behaviour. He has co-authored over 80 papers in journals and conferences, as well as three books.

    Praise for the last edition

    'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I have used this book and found it to be very cohesive; students will find the text comprehensive and easy to follow.' - Henny Darroch, University of Otago

    '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

    'This fourth edition is a comprehensive and highly readable international marketing text that will work very well in both undergraduate and graduate classes. Treatment of cutting-edge issues such as trade distortions, global branding, and pricing/financing is particularly strong. In addition, introductory chapters such as those on trade, culture, and marketing research provide students with an excellent foundation for understanding the managerial issues that follow. Finally, recent research results, coupled with current real world examples and end-of-chapter cases, provide ample material for in-class discussion. Overall, this is an excellent text that keeps getting better with each new edition.' -